relation: https://eprints.untirta.ac.id/48982/
title: ANALISIS DIFERENSIASI DALAM KOMUNIKASI PEMASARAN  DENGAN BAURAN PEMASARAN PADA ANGKRINGAN SANG  KOPIAH DAN ANGKRINGAN SATE DARLING DI KABUPATEN  PANDEGLANG
creator: NICKY, ACHMAD
subject: Communication (General)
description: Communication is the process of conveying a message from one person to another  in an effort to achieve a common understanding. Communication in marketing  serves as a way to convey information, build relationships with customers, and  create customer perceptions and loyalty to the brand. Different marketing  communications are the main strategy to differentiate a business from competitors.  The purpose of this study is to study the marketing communication strategies used  by Angkringan Sang Kopiah and Angkringan Sate Darling in Pandeglang Regency,  and how differences in the marketing mix affect the competitiveness of the two  businesses.  The proliferation of contemporary angkringan culinary businesses shows a high  level of enthusiasm for entrepreneurship to meet the food needs of their customers.  The purpose of this study was to evaluate the differences in products and marketing  mix strategies applied to angkringan businesses in Pandeglang Regency. As a type  of micro, small and medium enterprise (MSME), angkringan must implement a  differentiation strategy to gain competitive advantage in increasingly competitive  business competition. Data were collected from angkringan owners, customers, and  other related parties through interviews, observations, and documentation.  Qualitative descriptive methods were used in this study.  The results of the study showed that various factors, such as menu variety, service,  atmosphere, and affordable prices, contribute to the differences. However, to  increase competitiveness, the marketing mix, which includes product, price,  location, and promotion, is used as a strategic tool. This strategy can be  implemented in various ways, from using social media to promote products to  developing new menus tailored to local customer preferences.  This study found that increasing consumer appeal, customer loyalty, and  sustainability of angkringan businesses in Pandeglang Regency can be achieved by  combining differentiation strategies and the right marketing mix. To reach a wider  market segment, the recommendations given are to increase product innovation and  optimize digital marketing.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/1/BUKTI%20CEK%20PLAGIARISME.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/2/ACHMAD%20NICKY_6662180167_FULLTEXT.docx.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/5/BAB%20II.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/6/BAB%20III.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/7/BAB%20IV.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/8/BAB%20V.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/9/DAFTAR%20PUSTAKA.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/10/LAMPIRAN.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/48982/20/ACHMAD%20NICKY_6662180167_01.pdf
identifier:   NICKY, ACHMAD  (2025) ANALISIS DIFERENSIASI DALAM KOMUNIKASI PEMASARAN DENGAN BAURAN PEMASARAN PADA ANGKRINGAN SANG KOPIAH DAN ANGKRINGAN SATE DARLING DI KABUPATEN PANDEGLANG.  S1 thesis, Universitas Sultan Ageng Tirtayasa.