KOMUNIKASI PEMASARAN CAFE TIGA TJERET ( Studi Analisis Deskriptif Kualitatif Tentang Aktifitas Komunikasi Pemasaran Café Tiga Tjeret Dalam Menghadapi Persaingan Café Lokal Di Kota Solo )

W, AJENG KUSUMA (2016) KOMUNIKASI PEMASARAN CAFE TIGA TJERET ( Studi Analisis Deskriptif Kualitatif Tentang Aktifitas Komunikasi Pemasaran Café Tiga Tjeret Dalam Menghadapi Persaingan Café Lokal Di Kota Solo ). Other thesis, Universitas Sebelas Maret.

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    Abstract

    Abstract Business competition has driven local cafe Café Tiga Tjeret to be more creative in formulating marketing strategies by advertising on various media such as brochures, leaflets, magazines and newspapers which aims to attract and retain customers and strengthen the brand image of Café Tiga Tjeret. Promotions at Café Tiga Tjeret has evolved to adapt to the dynamic market movements. In the face of competition and add value to their products, Café Tiga Tjeret has directed his promotion well in strengthening the brand image that already owned in order to maintain the trust of consumers. The aim in this study was to determine the marketing communication activities conducted by Café Tiga Tjeret local café in the face of competition in the city of Solo. This is a descriptive study with qualitative approach. Samples in this study using purposive sampling techniques with the informant is operational manager, marketing, shift manager, administration and customer cafe. Data collection technique used documentation, observation and interviews. Data were analyzed using an interactive model. This research used grand theory from Philip Kotler. The marketing communicatin activities strongly associated with marketing wisdom known as the marketing mix in the form of product, promotion, place and price. Based on the results of research conducted by Café Tiga Tjeret among others that the activities of marketing communications carried Café Tiga Tjeret namely through communication activities in the media in the form of advertisements in radio, print media such as newspapers, advertising at the point of purchase in the form of x-banner, merchandise and posters. Then the non-media communication activities in the form of word of mouth communication. Keywords: communication, marketing communication

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: faizah sarah yasarah
    Date Deposited: 20 Jan 2016 08:38
    Last Modified: 20 Jan 2016 08:38
    URI: https://eprints.uns.ac.id/id/eprint/22927

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