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STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENGUNJUNG PADA CAFE AMICO DI PALEMBANG

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Penilaian

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This study is motivated by the increasing growth of Korean culture-based culinary businesses in Indonesia, particularly in Palembang, one of which is Café Amico. With a South Korean cultural theme, this café has successfully grown and survived amidst competition. This research aims to analyze the marketing communication strategies implemented by Café Amico to increase the number of visitors, using the 7P Marketing Mix theory by Philip Kotler and Armstrong. The study employs a qualitative research method based on postpositivism and uses data collection techniques through triangulation. The results indicate that Café Amico's marketing strategy has been effectively executed through various efforts such as active promotion on social media and Google Review, friendly service, and convenient payment methods like QRIS and mobile banking. Additional facilities, such as staff call features and South Korean language classes, also provide added value, positively impacting visitor numbers. However, challenges arise from the café's less strategic location, as it is situated in a shop-house area with limited parking space. Overall, the implementation of these marketing communication strategies significantly contributes to Café Amico's success in attracting more visitors.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507000744	T166310	T1663102024	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1663102024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2024

Collation

xiv, 123 hlm., ilus., tab.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

EM

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