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All Journal Al-I´lam: Jurnal Komunikasi dan Penyiaran Islam Jurnal Peurawi : Media Kajian Komunikasi Islam MEDIALOG: Jurnal Ilmu Komunikasi Jurnal Psimawa : Diskursus Ilmu Psikologi dan Pendidikan Jurnal Ilmiah Ilmu Komunikasi Communique Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan Jurnal Telangke Ilmu Komunikasi (Telangke) Jurnal Diseminasi Kajian Ilmu Komunikasi
Hidayat, Ofi
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Religion Arts Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media Social Sciences Other

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Marketing Communication Strategies of Coffee Shops in Increasing Brand Awareness: A Qualitative Descriptive Study of Thousandsunnycoffee Hidayat, Rahmad; Hidayat, Ofi
Al-I'lam: Jurnal Komunikasi dan Penyiaran Islam Vol 8, No 1 (2024): September 2024
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jail.v8i1.26925

Abstract

AbstractThis research aims to describe Thousandsunnycoffee's marketing communication strategy in an effort to increase consumer brand awareness of Thousandsunnycoffee coffee shops. The method used is descriptive qualitative with a focus on case studies. Data collected through in-depth interviews with coffee shop owners, baristas and consumers. Then make direct observations of the activities that occur in the Thousandsunnycoffee coffee shop, analyze the data that has been collected by interview and observation and then processed through a marketing communication strategy by determining marketing objectives, targeting, differentiation and positioning and also using the 4P marketing mix such as product, price, place and promotion. Also reinforced by using a promotional mix such as advertising, sales promotion, public relations, personal selling and direct marketing. Then by using brand awareness indicators to determine the brand awareness of Thousandsunnycoffee consumers. The results of the research obtained are that Thousandsunnycoffee successfully uses all aspects of the marketing communication strategy from the 4P marketing mix and the promotion mix and also all consumers are able to / know the existence of this brand from Thousandsunnycoffee. Some of the efforts made by Thousandsunnycoffee in carrying out marketing communication strategies include using social media, disseminating information about Thousandsunnycoffee to the public, holding promos that benefit consumers, collaborating in  sports and sponsoring sports events.
Co-Authors Aggasi, Abbyzar Amalia, Eka Khusnul Ayudya, Devira Bunga Cahyani, Destian Febrina Safitri, Anggia Indah Wulandari Jayanti, Reni Dwi Khotimah, Hilmi Husnul Utama, Nanda Fastika