KOMUNIKASI PEMASARAN KOPI NAKO CIRACAS

Deddy Aditya, . (2024) KOMUNIKASI PEMASARAN KOPI NAKO CIRACAS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research focuses on the marketing communications used by Kopi Nako as a target for the consumption panorama of every young person in the F&B, Food and Beverages sector. This research intends to find out and analyze the marketing communications carried out to find out and analyze the Marketing Communications of Nako Ciracas Coffee. In analyzing this research, researchers used planning using the 7P method. The paradigm used in this research is constructivism. Using qualitative descriptive research methods through direct observation, documentation and interviews. Data analysis techniques in research include reducing, presenting and drawing conclusions from the data obtained. Kopi Nako uses marketing communications which refers to several elements of integrated marketing communications, namely the marketing concept using 7P which includes the 7P marketing mix concept, namely, Product, Place, Price, Promotion, Process, People and Physical Evidence. The 7Ps of Marketing are an important tool for companies in planning and implementing effective marketing strategies. This paper aims to explore how Kopi Nako applies the 7P elements in its business to achieve success in a competitive market. The underlying factors in selecting marketing communications are segmentation, targeting and positioning. The promotional strategy carried out by Kopi Nako uses social media from Instagram because Instagram is considered to have quite large potential in attracting visitors who want to come and collaborate with Start Up companies such as Gojek and Grab as well as in promoting to increase sales. In strategic planning, Kopi Nako, carries out 5 steps, namely, (1) views and objectives, (2) analysis of the external order (3) analysis of the internal order, (4) describing problem procedures, (5) organizing procedures

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil : 1710411180] [Pembimbing : Siti Maryam] [Penguji 1 : Fitria Ayuningtyas] [Penguji 2 : Lusia Handayani]
Uncontrolled Keywords:	Marketing Communication, Kopi Nako
Subjects:	H Social Sciences > H Social Sciences (General)
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:	DEDDY ADITYA
Date Deposited:	03 Oct 2024 01:03
Last Modified:	03 Oct 2024 01:05
URI:	http://repository.upnvj.ac.id/id/eprint/32600

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