RIZALDI, MUHAMMAD (2024) KOMUNIKASI PEMASARAN BITTS COFFEE UNTUK MEMPERTAHANKAN CUSTOMER SATISFACTION. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Bitts Coffee is a coffee shop that was established in 2018 in Pandeglang. But recently there are many other kinds of coffee shops that have sprung up, especially in Pandeglang. One of the factors that maintain existence and selling value is customer satisfaction. In marketing communication, what is done is not only marketing the product but also the need for an appropriate strategy. because the marketing communication strategy is the key to the company's success in maintaining customer satisfaction. Therefore, Bitts Coffee applies marketing communication elements as one of the strategies in marketing its products. This research aims to find out how the marketing communication strategy carried out by Bitts Coffee to maintain customer satisfaction. The theory used is IMC (Integrated Marketing Communication). This research uses descriptive qualitative research methods, by collecting data through observation, interviews, and documentation. The results of this study indicate that the marketing communication strategies carried out by Bitts Coffee to maintain customer satisfaction are in the form of Direct Marketing, Sales Promotion, Personal Selling, Advertising, and Public Relations. The marketing communication strategy carried out is proven to have an influence on customer satisfaction at Bitts Coffee. If the marketing communication strategy is done well, it can affect customer satisfaction.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Bitts Coffee adalah kedai kopi yang didirikan pada tahun 2018 di Pandeglang. Tetapi belakangan ini banyak berbagai macam kedai kopi lain yang bermunculan terutama di Pandeglang. Faktor yang mempertahankan eksistensi dan nilai jual salah satunya adalah customer satisfaction. Dalam komunikasi pemasaran, yang dilakukan tidak hanya memasarkan produk saja tapi juga perlu adanya suatu strategi yang tepat. Karena strategi komunikasi pemasaran menjadi kunci sukses nya perusahaan dalam mempertahankan customer satisfaction. Oleh karena itu, Bitts Coffee menerapkan elemen komunikasi pemasaran sebagai salah satu strategi dalam memasarkan produknya. Penelitian ini bertujuan untuk mengetahui bagaimana strategi komunikasi pemasaran yang dilakukan Bitts Coffee untuk mempertahankan customer satisfaction. Teori yang digunakan adalah IMC (Integrated Marketing Communication) atau Komunikasi Pemasaran Terpadu. Penelitian ini menggunakan metode penelitian deskriptif kualitatif, dengan mengumpulkan data melalui observasi, wawancara, dan dokumentasi. Hasil penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang dilakukan oleh Bitts Coffee untuk mempertahankan customer satisfaction berupa Pemasaran Langsung, Promosi Penjualan, Penjualan Personal, Periklanan, dan Hubungan Masyarakat. Strategi komunikasi pemasaran yang dilakukan terbukti mempunyai pengaruh terhadap customer satisfaction di Bitts Coffee. Jika strategi komunikasi pemasaran dilakukan dengan baik, maka bisa berpengaruh terhadap customer satisfaction. | |||||||||
| Uncontrolled Keywords: | Marketing Communication, Customer Satisfaction, Bitts Coffee. Komunikasi Pemasaran, Customer Satisfaction, Bitts Coffee | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| 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: | Mr RIZALDI MUHAMMAD | |||||||||
| Date Deposited: | 18 Sep 2024 10:28 | |||||||||
| Last Modified: | 18 Sep 2024 10:28 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42166 |
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