Bayu Lesmana, . (2024) Analisis Strategi Komunikasi Pemasaran Melalui Media Sosial Instagram Coffee Shop Iro Rumah Kopi. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Marketing strategy is the communication method used by companies to directly or indirectly inform, persuade, and raise awareness among consumers about the products and brands they intend to sell. Marketing communication activities are defined as efforts that enhance the promotion and sales of a product and brand, thereby distinguishing and positioning it competitively against rivals. Iro Rumah Kopi, a coffee shop in Jakarta, implements various promotional and sales activities evident through the Marketing Communication Mix model. This study employs a qualitative descriptive method utilizing data from interviews, observations, and documentation from Iro Rumah Kopi's management. The research aims to analyze the promotional mix and the AISAS model strategy case study of Iro Rumah Kopi. The study identifies five elements: advertising, sales promotion, personal selling, and direct marketing. Furthermore, it will also be analyzed based on the AISAS model, which identifies five elements: attention, interest, desire, action, and satisfaction. The findings indicate that a well-integrated marketing communication strategy, through the use of social media, promotional events, discounts, and personal interaction with customers, positively impacts attracting attention, stimulating interest, facilitating information search, encouraging purchase decisions, and enhancing customer satisfaction. The implications of these findings provide guidance for companies to optimize their promotional and marketing strategies to maintain and increase customer loyalty and competitiveness in the competitive market.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1710411096] [Pembimbing: Azwar] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Nuril Ashivah Misbah] |
| Uncontrolled Keywords: | Promotional Mix, AISAS, Marketing Strategy, Iro Rumah Kopi, Marketing Communication |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | BAYU LESMANA |
| Date Deposited: | 23 Aug 2024 08:09 |
| Last Modified: | 23 Aug 2024 08:09 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32810 |
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