Nur Rofiko, Shabilla (2024) KOMUNIKASI PEMASARAN RUTUSA COFFE & KAJU RAMEN DI KOTA CILEGON. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Kaju Ramen and Rutusa Coffee are two popular culinary businesses in Cilegon, attracting customers through different marketing strategies. Kaju Ramen focuses on authentic ramen quality and loyalty programs, while Rutusa Coffee prioritizes a cozy atmosphere and social media promotions. Despite their success, they face fierce competition, requiring innovation and effective marketing communication strategies to maintain their appeal in the dynamic culinary market. This study aims to understand how Rutusa Coffee and Kaju Ramen use marketing communication in Cilegon. The researcher employs qualitative methods and applies IMC theory. Both Rutusa Coffee and Kaju Ramen use Instagram as their primary advertising platform, with Rutusa Coffee also relying on word of mouth. Kaju Ramen focuses on promoting new products, while Rutusa Coffee highlights the uniqueness of its offerings. Both implement sales promotions with different strategies, focusing on community engagement to build a positive image. They also prioritize direct and personal interactions to enhance customer loyalty. Rutusa Coffee and Kaju Ramen apply various marketing communication strategies in Cilegon, including advertising, sales promotions, public relations, direct selling, and personal selling to support their business operations.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Kaju Ramen dan Rutusa Coffee adalah dua bisnis kuliner populer di Cilegon, menarik pelanggan melalui strategi pemasaran yang berbeda. Kaju Ramen fokus pada kualitas ramen autentik dan program loyalitas, sementara Rutusa Coffee mengutamakan atmosfer nyaman dan promosi media sosial. Meskipun sukses, mereka menghadapi persaingan ketat, menuntut inovasi dan strategi komunikasi pemasaran efektif untuk mempertahankan daya tarik di pasar kuliner yang dinamis. Tujuan penelitian ini untuk mengetahui bagaimana komunikasi pemasaran Rutusa coffee & Kaju Ramen di Kota Cilegon. Peneliti menggunakan metode penelitian kualitatif dan menggunakan Teori IMC. Rutusa Coffee dan Kaju Ramen memanfaatkan Instagram sebagai platform utama iklan, dengan Rutusa Coffee juga menggunakan word of mouth. Kaju Ramen fokus pada promosi produk baru, sedangkan Rutusa Coffee menonjolkan keunikan produknya. Keduanya menjalankan promosi penjualan dengan strategi berbeda, berfokus pada komunitas untuk membangun citra positif. Mereka juga mengutamakan interaksi langsung dan personal untuk meningkatkan loyalitas pelanggan. Rutusa Coffee dan Kaju Ramen menerapkan strategi komunikasi pemasaran di Kota Cilegon melalui berbagai metode, seperti iklan, promosi penjualan, hubungan masyarakat, penjualan langsung, dan penjualan personal untuk mendukung operasional bisnis mereka. | |||||||||
| Uncontrolled Keywords: | Marketing communications Komunikasi Pemasaran | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| 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: | Shabilla Nur Rofiko | |||||||||
| Date Deposited: | 05 Feb 2025 14:53 | |||||||||
| Last Modified: | 05 Feb 2025 14:53 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/45749 |
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