RAHMAWATI, WIDA YUNITA (2023) RELATIONSHIP MARKETING CAFE WISATA (Studi Kasus Cafe Pantai Pandan Carita). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Cafe Beach Pandas is one of the tourist attractions in Pandeglang. Pandan Beach Cafe, as a tourist destination that offers a direct beach view concept, also offers a variety of food and beverage menus. In the course of the business of the cafe, a competitor was found who had the same concept as the Pandan Beach cafe. The research approach in this research is qualitatively descriptive, with case study research methods and data collection techniques carried out through interviews, observations, and documentation. The theory used in this study is "Word of Mouth." The results of the research show that relationship marketing has been performed by Cafe Beach in defending customers from competitors in accordance with the trust, commitment, and conflict handling aspects that are sufficiently good in providing customer trust. Pandan Beach Cafe also hosts music events so customers can come back.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Cafe pantai pandan merupakan salah satu pariwisata yang terdapat di pandeglang. Cafe pantai pandan sebagai destinasi wisata yang memberikan konsep pemandangan view pantai langsung juga menawarkan berbagai beragam menu makanan dan minuman. Dalam aktivitas berjalannya cafe, ditemukan pesaing yang memiliki konsep yang sama dengan cafe Pantai Pandan. Pendekatan penelitian dalam penelitian ini adalah kualitatif deksriptif dengan metode penelitian studi kasus dan Teknik pengumpulan data dilakukan dengan wawancara, observasi dan dokumentasi. Teori yang digunakan dalam penelitian ini adalah Word Of Mouth. Hasil dari penelitian menunjukkan bahwa Relationship Marketing yang telah dilakukan oleh Cafe pantai pandan dalam mempertahakan pelanggan dari pesaing sesuai dengan aspek Trust, Commitment, dan conflict handling yang cukup baik dalam memberikan kepercayaan terhadapat pelanggan. Cafe Pantai Pandan juga mengadakan event musik agar pelanggan dapat datang kembali. | |||||||||
| Subjects: | Communication > Science Journalism | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Wida Yunita Rahmawati | |||||||||
| Date Deposited: | 26 Jun 2023 14:00 | |||||||||
| Last Modified: | 26 Jun 2023 14:00 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/25755 |
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