Skripsi

STRATEGI KOMUNIKASI PEMASARAN COFFEE SHOP “MUTUAL SPACE” DI KOTA PALEMBANG

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Penilaian

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The lifestyle or culture of the Indonesian people today has been influenced by foreign cultures. One of the cultures that has an effect on business in Indonesia is the culture of drinking coffee, not least in the city of Palembang. The competition between coffee shop is tight, so a marketing strategy is needed to attract customers. Thus, this study aims to determine the marketing communication strategy using the theory of IMC (Integrated Marketing Communication). The results of the study were found using five dimensions of Marketing Communication strategy, namely Advertising. Direct Marketing, Sales Promotion, Personal Selling, Public Relations. The communication strategy in Mutual Space is prepared quite well with publications that are emphasized throught the media and being a partnership, but the lack of evaluation of the distribution of messages so that the planned goals have not been achieved in the form of customer participation which is still less than the target. Keywords: Marketing Communication Strategy, IMC (Integrated Marketing Communication) Theory, Coffee Shop Mutual Space

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2107005407	T65560	T655602021	Central Library (Refence)	Available

Detail Information

Series Title

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Call Number

T655602021

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2021

Collation

xii, 76 hlm.: ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.107

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi pemasaran
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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