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PUTRI HANDAYANI
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Journal : Jurnal Riset Rumpun Ilmu Pendidikan (JURRIPEN)

 1 
Strategi Komunikasi Pemasaran Dream Coffee Cilegon dalam Meningkatkan Brand Awareness Konsumen Ayu Anisah; Noerma Kurnia Fajarwati; Meiby Zulfikar; Achmad Nashrudin Priatna; Putri Handayani
JURNAL RISET RUMPUN ILMU PENDIDIKAN Vol. 4 No. 3 (2025): Desember : JURRIPEN : Jurnal Riset Rumpun Ilmu Pendidikan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurripen.v4i3.6748

Abstract

The increasing number of coffee shops in the modern era, especially in developing cities such as Cilegon, has triggered increasingly competitive market conditions. Dream Coffee, as a newly established coffee shop, faces challenges in introducing its brand and attracting consumer attention amid the dominance of more established coffee shops. This study aims to examine the marketing communication strategies implemented by Dream Coffee and to identify the factors that support and hinder the process of building brand awareness among its consumers.This research employs a qualitative approach, focusing on gaining an in-depth understanding of the social phenomena occurring at Dream Coffee through descriptive data collection and direct interaction. Data were collected using structured interviews, direct observation, and documentation involving the owner, internal consultant, employees, and customers or consumers.The findings indicate that Dream Coffee utilizes various elements of Integrated Marketing Communication (IMC), including advertising, personal selling, word-of-mouth marketing, sales promotion, and events and experiences. The main supporting factors are consistent and targeted communication, internal team solidarity, and an appealing visual brand identity. Meanwhile, challenges include limited physical facilities and a market reach that has not yet been maximized. Overall, it can be concluded that Dream Coffee successfully implements effective marketing communication strategies not only digitally but also in building brand awareness and creating emotional engagement with consumers.
Co-Authors Achmad Nashrudin Achmad Nashrudin Ade Heryana Adeline Pastika Muham Adella Dwi Ayu Ningsih Aditya Dwi Prananda Agus Zahron Idris Ahmad Firmansyah Ahmad Irfandi Ahmad Zubaidi Aita Rahma Dewati Alifadeyana, Laily Alimir Amelia Nurul Hakim Aminah Miliani Anak Agung Istri Sri Wiadnyani Andri Suherman Anggun Marfuah Anggun Nabila Ani Gusliyani April Laksana Apritha Apritha Arfian Suryasuciramdhan Arita Marini Asma Yuleha Asmimi Basri Atmim Nurona Auxilia Febri Wirasny Purba Ayu Anisah Balqis Humaira Bryan Yamolala Ndruru Christina R. Nayoan Dea Gita Tasya Decy Situngkir Defta Nasya Berliani Della Meira Desyawati Utami Devi Angeliana Kusumaningtiar Devi Tri Lestari Dewi Suharningsih Dhiya Sutrina Dian Rif'iyati Dwi Feratul Anggraeni EFENDI . Eka Cempaka Putri Eka Susilawati Elvina Irma Yanti Erna Wati Ibnu Hajar Fajarwati, Noerma Kurnia Fajriyani Arsya Faricha Asniya Aufa Fatikhatun Nikmatus Sholihah Fazli Rachman Fenni Juniati Manurung Ferlina Rizky Indah Nugroho Findi Rinta Fiani Fithrotul Kamilah Fitrianti, Rizqi Getar Millennium Udara Gilang Rahmatulloh Gina Sonia Habiba Kamila Fatin hadap Hadap Halimatus Sa'diyah Hamidah Akilla Ignatia Esti Sumarah Ika Lestari Indah Nirwana Sari Indri Heni Damanik Ine Fitrianingsih Insyirah Meizaluna Ageng Pritami Intan Nabila Azhar Intan Permatasari Ira Marti Ayu Iriani Ismail Irna Melani Putri Jeni Puspita Sari Jenni Jesi Alexander Alim Jiaulhaq Hisyam Annajam Junaidi Junaidi Junniati Khairidatun Nisa KHOIRUN NISA Laelatol Mafiroh Lala Anggina Salsabila Lapina Lena Lidya Natalia Br Sinuhaji Lutfiah Mualifa M. Fahrozi Tanjung M. JAYA ADI PUTRA, S.Si, M.Pd, M. JAYA ADI M. Ulfatul Akbar Jafar Mardiah Marlina Simbolon Martina Napitupulu Maryam Aulia Masriadi Mauliatun Nisa meiby zulfikar Misnawati Misnawati Mitha Dwi Anggriani Moh. Arif Nur Reza Sayyidul Latif Moh. Zidan Rikza Muammar Khaddafi Muhamad Imaduddin Muhamad Rayhan Muhammad Farhan Rizqi Muhammad Saleh Naily Hani’ah Namira Wadjir Sangadji Nanda Aprilia Nawawi Natsir Nevi Susianty Nia Aisyah Novianti, Titta Nur Moch Alif Julianto BPS Nur Sangkut Nuraisyah Nurhasanah Nurhayati Nurhayati Nurhidayat Nuribadah Nuribadah Nurmalia Lusida Pangaribuan, Ingka Kristina Pascalian Hadi Pradana Purnama Edy Santosa Puspita Cahya Lestari Putri Rahmatika Reyhan Besari Qanitah Salma R Tri Rahyuning Lestari Rahmat Firman Septiyanto, Rahmat Firman Rahmat Fitra Rahmat Wisudawanto Rahmi Wardah Ningsih Ratih Kusumastuti Regita Anggi Olivia Pramesti Regita Putri Cahyani Reni Adi Setyoningsih Resa Rahmawati Rian Fikri Teguh Imanto rica anggraini Rini Handayani Rini Sartika Ririn Melati Risda Ramada Fitri Rizal Fadly Ardiansyah Rizky Handayani Robiul Ikhsan Sitorus Romadhon Fahmi Putra Rosanti Rosanti Safira Sammah Safrina Loi Saraswati, Henny Seprianto, Seprianto Shalilihat, Hilma Mithalia Siska Suci Triana Ginting Siswanto . Siti Abelia Puteri Siti Anisah Nasution Siti Hadisa Fitri Sofi Arifiana Mawadah Sofia Ningsih Rahayu Putri Sri Hadiningrum Sri Rejeki Suci Dahlya Narpila Sulistyani Putri Kinanti Sumani Sumani Syafwan, Mahdhivan Syarifa Aini Tanti Rahayu Valent Milenio Boas Santosa Viraesti Damayati Waode Mustika Weny Almoravid Dunga Widyatmani Sih Dewi Winda Saptaniarsih Wisnu Bayu Murti WULANDARI Wulandari Wulandari Yenny Oktaviani Yunisca Nurmalisa Yurniwati Zulfitri