Penerapan Integrated Marketing Communication Pada Fittara Coffee. (Implementation of Integrated Marketing Communication at Fittara Coffee)

Dharmawan, Anugerah Putera (2024) Penerapan Integrated Marketing Communication Pada Fittara Coffee. (Implementation of Integrated Marketing Communication at Fittara Coffee). Undergraduate thesis, Univeritas 17 Agustus 1945 Surabaya.

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Abstract

Industri kafe, restoran, dan kedai kopi mengalami pertumbuhan dan perkembangan secara pesat. Sehingga terjadi persaingan ketat antar bisnis kedai kopi dan menjadikan banyaknya pelaku bisnis membuat tempat yang nyaman, cita rasa yang enak untuk menarik pelanggan. Di tengah maraknya coffe shop terdapat salah satu coffe shop yang tetap eksis di tengah masyarakat yang terletak di Sidoarjo yang mempunyai nuansa yang nyaman dan tenang, menariknya ialah Fittara Coffee yang mempunyai lokasi yang cukup unik di antara sebuah perkampungan dan perumahan. Strategi pemasaran yang dibutuhkan harus terarah pada peningkatan visibilitas kafe, memperkuat citra merek, dan terus membangun hubungan yang kuat dengan konsumen. Dalam hal ini, terdapat perumusan masalah untuk mengetahui penerapan integrated marketing communication pada Fittara Coffee. Landasan teori yang digunakan dalam penelitian ini adalah Integrated Marketing Communication, yang didalamnya mencakup tujuh elemen- elemen penting. Metode pendekatan dalam penelitian ini adalah pendekatan kualitatif. Hasil penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang digunakan adalah adalah Advertising dalam bentuk iklan berupa video konten di mediasosial instagram serta Word of Mouth Marketing yang dilakukan oleh tim pemasaran (Barista) kepada pelanggan, maupun dari pelanggan kepada pelanggan.

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