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Anisah, Nur
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Journal : Jurnal Insani

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AIK KOPI’S MARKETING STRATEGY TO INCREASE CUSTOMER SATISFACTION Anisah, Nur; A, Gun Sukirman
Jurnal Insani Vol 10, No 2 (2023): Desember
Publisher : Istek Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/insani.v10i2.537

Abstract

This study aims to describe or explain the marketing communication strategies employed by Aik Kopi in an effort to improve customer satisfaction. The method used in this study is a qualitative descriptive research method, employing purposive sampling to select four competent informants capable of answering all questions in this study. Data in this study were obtained from interviews with selected informants, written data, and researcher observations. To enhance customer satisfaction, the owner of Aik Kopi employs an integrated marketing communication (IMC) strategy. The results of this study indicate that the integrated marketing communication strategies implemented by Aik Kopi include advertising, direct sales, sales promotions, public relations activities, and publicity by supporting small and medium enterprises (SMEs) and employing local residents near the Aik Kopi café, as well as humanitarian activities such as fundraising and providing assistance to orphaned children. Meanwhile, to enhance customer satisfaction, Aik Kopi implements communication strategies such as improving coffee product quality, providing friendly service, and creating a comfortable ambiance.
Co-Authors A, Gun Sukirman Afiatin Dewi Alhail, Hadi Andri Purwandari Antok Nurwidi Antara, Antok Nurwidi Apriansyah, Muh Ariana Sumekar, Ariana Ayu Silfia, Fadia Dayuningsih, Dayuningsih Dunna Ilma, Milla Dwi Rukmini Dwi, Razkya Fadlun, Fadlun febliza, asyti Hadis, Abdul Handayani, Dede Harauly Lady Lusiana Manalu Hasbullah Hasbullah Hasibuan, Nurainun Herdalisa, Wiwie Husnul Khatimah Iksan, Ricky Riyanto Ilma, Milla Dunna Inayah, Anggi Nur A'ini Inayati, Rizqa Istanti, Novi Kevin Setiawan Lembang, Fransiska Tato Dua Lestari, Susila Lisda, Mira Listyorini, Meria Woro Marisi, Esther Lenny Dorlan Miftahulfadlik Dabamona Misliani Misliani Muftadi, Muftadi Muhammad Amin Muhammad Eka Putra Ramandha Muhammad Indar Pramudi Muhammad Rifqi Muharman, Nadia Mukaromah, Ning Murgi Handari, Murgi Muryani Muryani Nagari, Gizka Paundria Nasrullah Nasrullah Nur Hidayat Nurul Indriani Oktariani, Oktariani Pramiana, Omi Prasetyo, Deni Widyo Qushairi, Muhammad Dahlan Rahina Nugrahani Rizanna Rosemary Rizki, Ellyana Rois, Amika Salamiah . Santi, Apri Utami Parta Saputro, Pinastiko Gagas Sari, Novi Maya Septriyanti, Indica Setyo Supratno Sihotang, Riana Silfia, Fadia Ayu Sri Wuli Fitriati Suharto Suharto Surawijaya, Bunga Syam, Hamdani M Syamsuddin Syamsuddin Ukkasya, Muhamad Umbu, Agustinus Verdial, Mariazinha Wangsa, Ananda Galang Warsi Warsi Widani Darma Isasih Yewangoe, Exzhin Yobella, Gabriella yunus, fitriyani ida y Zahra Khusnul Lathifah Zuliani, Peri Zurrafiqah, Zurrafiqah