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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Faedah: Jurnal Hasil Kegiatan Pengabdian Masyarakat Indonesia
Cici Anggraini
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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Mediating Role of Employee Readiness to Change in the Relationship of Change Leadership with Employees' Affective Commitment to Change Cici Anggraini; Muhammad Alfikri
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5708

Abstract

This research is entitled Pramana Coffee Marketing Communication Strategy in Attracting Consumer Interest. The purpose of this study was to determine Pramana Coffee's marketing communication strategy. The research method used in this research is descriptive qualitative research method and in data collection techniques through library research, Internet searching, observation and interviews with informants who have been selected through observation. The theory used in this research is the Marketing Mix Theory by Kotler & Armstrong. The author draws conclusions from the results of research analysis based on the concept of Marketing Mix Theory by Kotler & Armstrong. That Pramana Coffee has implemented 4 (four) marketing mix elements in carrying out its marketing communication strategy. After doing this research, the thing that the researcher wants to suggest to Pramana Coffee is to be able to add products in the future so that Pramana Coffee can optimize the promotion process so that it can attract more consumers.
Co-Authors Br Ginting, Lisa Septia Dewi Budi Eko Soetjipto Go Gunawan Santoso Madziatul Churiyah Malvin Dharma Muhammad Alfikri Sudarmiatin Yuli Soesetio