Brian Barkah, . (2023) ANALISIS STRATEGI KOMUNIKASI PEMASARAN K'HWA COFFEE DALAM MENINGKATKAN PENJUALAN DAN MENARIK MINAT KONSUMEN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Abstract: Communication means the process of delivering a statement from one human to another. This understanding explains that humans cannot be separated from communication. So it can be interpreted that the understanding of communication science is an informational message that is conveyed from the person who conveys it to the person who receives it. The visible change is the development of a coffee drinking culture in modern cafes, as seen by the Indonesian people spending personal time and money on Komsum to enjoy culinary coffee. . This condition can be monitored from the increase in the distribution of places or coffee shops in Jakarta and Bekasi. This study discusses the marketing communication strategy of a modern cafe called K'hwa Coffee to attract consumer interest. This study uses qualitative research methods by conducting interviews, documentation to determine the marketing communication strategy used by K'hwa Coffee in attracting consumer interest. This study uses the theory of Integrated Marketing Communication (IMC), which includes coordinating efforts from various promotional elements and other marketing activities and the 4p marketing mix consisting of product, price, place and promotion that K'hwa Coffee uses in attracting consumer interest, as well as some business communication techniques. Keywords : Strategy Marketing Communication, K’hwa Coffee, Intergrated Marketing Communication, Bauran Marketing, Business Communication.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810411294] [Pembimbing: Kusumajanti] [Penguji 1: Yani Hendrayani] [Penguji 2: Ratu Laura Mulia B.P.} |
| Uncontrolled Keywords: | Strategy Marketing Communication, K’hwa Coffee, Intergrated Marketing Communication, Bauran Marketing, Business Communication. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce T Technology > T Technology (General) T Technology > TX Home economics |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Brian Barkah |
| Date Deposited: | 07 Feb 2024 10:51 |
| Last Modified: | 28 Mar 2024 02:33 |
| URI: | http://repository.upnvj.ac.id/id/eprint/27523 |
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