Strategi Komunikasi Pemasaran Starbucks Coffee Dalam Menarik Konsumen Pada Kalangan Remaja Di Kota Bogor

W, MUHAMMAD SAGACIOUS (2018) Strategi Komunikasi Pemasaran Starbucks Coffee Dalam Menarik Konsumen Pada Kalangan Remaja Di Kota Bogor. Other thesis, Universitas Sebelas Maret.

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    Abstract

    Starbucks Coffee is an eminent coffee shop was very well known, starbucks coffee located on Botani Square Mall, Bogor. Therefore, they obtained more than 5000 transactions over the months, and reflected to the adolescent appearance who visited repeteadly a month. In spite above, the data demonstrates juvenile were prominent to stepping by through Starbucks Coffee. Hence, the main purpose of adolescent oftenly tend to visit Starbucks coffee are Communication Strategy trough product, serving, also supporting facilities. This research study aim is to deeply learn about Marketing Communication Strategy comitted by Starbucks Coffee due of appeal interest juvenile consumer. Subsequently, this research using references and field observatory methods, also supporting data collected by observed, interview and documentation. Furthermore, sources were comitted by nine persons such as, the employees of Starbucks Coffee and involvement through adolescent itself. This study research organized qualitative descriptive and indeepth interview, who lead the main purpose of research into strategy also Marketing Communication were reflected towards appealing interest of juvenile consumer. To sum up, this conclusion declare Starbucks Coffee have been using main strategy for instance, identify society, organize message, appoint methods and media preferences. Moreover, Starbucks Coffee has been using communication were reflected by advertising, selling promo, public relations, marketing via face-to-face, directly involved, also online. In addition, Starbucks Coffee comitted Marketing Communication Strategy onto juveline by social media such as, instagram, line, facebook and twitter in context suitable for juvenile consumer necessity. Keywords: Communication Strategy, Marketing Communication, Juvenile Consumer.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Fakultas Ilmu Sosial dan Politik
    Fakultas Ilmu Sosial dan Politik > Ilmu Komunikasi
    Depositing User: Aren Dwipa
    Date Deposited: 22 Mar 2018 12:07
    Last Modified: 22 Mar 2018 12:07
    URI: https://eprints.uns.ac.id/id/eprint/40079

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