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STRATEGI KOMUNIKASI PEMASARAN JANNOR COFFEE UNTUK MENINGKATKAN LOYALITAS DAN JUMLAH PELANGGAN PADA MASA PANDEMI COVID-19

DWIYANTI, NADIA (2023) STRATEGI KOMUNIKASI PEMASARAN JANNOR COFFEE UNTUK MENINGKATKAN LOYALITAS DAN JUMLAH PELANGGAN PADA MASA PANDEMI COVID-19. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Jannor Coffee is one of the growing local cafes in Serang. However, after the Covid-19 pandemic, the condition of various coffee shops that were previously quite busy became quiet and their income dropped dramatically. To keep customers coming back, it is important to maintain their trust in the company. Returning customers are considered as loyal customers. So to survive and continue to grow its customer base during the covid-19 pandemic, Jannor Coffee had to rethink its marketing communications strategy. The purpose of this study was to find out the marketing communication strategy carried out by Jannor Coffee during the Covid-19 pandemic. In this study, the authors used IMC theory with qualitative research methods. Data collection techniques used are interviews, observation, and documentation. The results of the study show that in carrying out marketing strategies through advertisements, Jannor Coffee prioritizes sales through Instagram. For sales promotion, this is done by giving discounts and vouchers to consumers. In marketing its services via the internet, Jannor Coffee uses Instagram media. Word of mouth marketing strategy is carried out by influential people. Event & Experience Jannor Coffee always provides interesting events on every big day commemoration. For sales through individuals carried out with the cashier service. Jannor Coffee has not implemented a direct marketing strategy and does not have a public relations team. Keyword : Covid-19, Marketing Communication, Integrated Marketing Communication, Customer Loyalty

Item Type: Thesis (S1)
Contributors:
ContributionContributorsNIP/NIM
Thesis advisorNESIA, ANDIN198206062006042001
Thesis advisorYUDHI SEPTA PRIANA, RONNY198009242014041001
Additional Information: Jannor Coffee merupakan salah satu café lokal yang sedang berkembang di Serang. Namun, setelah adanya pandemi covid-19 sangat merubah kondisi berbagai kedai kopi yang sebelumnya terbilang ramai menjadi sepi dan pendapatannya menjadi turun drastis. Untuk membuat pelanggan datang kembali, penting untuk menjaga kepercayaan mereka pada perusahaan. Pelanggan yang kembali dianggap sebagai loyalitas dari pelanggan. Sehingga untuk bertahan dan terus mengembangkan basis pelanggannya selama pandemi covid-19, Jannor Coffee harus memikirkan kembali strategi komunikasi pemasarannya. Tujuan penelitian ini untuk mengetahui strategi komunikasi pemasaran yang dilakukan Jannor Coffee selama pandemic covid-19. Dalam penelitian ini, penulis menggunakan teori IMC dengan metode penelitian kualitatif. Teknik pengumpulan data yang digunakan adalah wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukan bahwa dalam melakukan strategi pemasaran melalui iklan, Jannor Coffee lebih mengutamakan penjualan melalui Instagram. Untuk sales promotion, dilakukan dengan memberikan diskon dan voucher kepada konsumen. Dalam melakukan pemasaran jasanya melalui internet, Jannor Coffee menggunakan media Instagram. Strategi pemasaran dari mulut ke mulut dilakukan orang yang berpengaruh. Event & Experience Jannor Coffee selalu memberikan event-event menarik disetiap peringatan hari-hari besar. Untuk penjualan melalui perorangan dilakukan dengan adanya pelayanan kasir. Jannor Coffee belum menerapkan strategi direct marketing dan tidak memiliki tim humas. Kata Kunci : Covid-19, Komunikasi Pemasaran, Integrated Marketing Communication, Loyalitas Pelanggan
Subjects: Communication > Communication (General)
Divisions: 06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User: Mrs Nadia Dwiyanti
Date Deposited: 25 Jan 2023 10:21
Last Modified: 25 Jan 2023 10:21
URI: http://eprints.untirta.ac.id/id/eprint/20253

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