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All Journal Jurnal Pendidikan dan Pembelajaran Khatulistiwa (JPPK) Jambura Geoscience Review ZIRAA'AH MAJALAH ILMIAH PERTANIAN Jurnal Minfo Polgan (JMP) Jurnal Sistem Informasi Bisnis (JUNSIBI) Malcom: Indonesian Journal of Machine Learning and Computer Science Jurnal Indonesia Sosial Teknologi Jurnal Online Baradha Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi BIMA : Journal of Business and Innovation Management Jurnal Abdimas: Sosial, Bisnis, dan Lingkungan Jurnal Ekonomi Syariah Mulawarman (JESM) Jurnal Insani
Devi Puspita Sari, Devi Puspita
Fakultas Kesehatan Masyarakat, Universitas Diponegoro, Jl. Prof. Soedarto, SH Tembalang, Semarang, 50239
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Journal : Jurnal Insani

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ANALISIS BAURAN KOMUNIKASI PEMASARAN PADA KOPI KAWA Sari, Devi Puspita; Pratiwi, Aprilyanti
Jurnal Insani Vol 10, No 1 (2023): JUNI
Publisher : Istek Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/insani.v10i1.532

Abstract

In the modern era, the development of the culinary industry has increased, with the widespread presence of coffee shops in various parts of Indonesia. This phenomenon makes a great opportunity for business people, with the presence of coffee shops making a new habit in society and providing many choices for products to be consumed. So that this becomes a tight competition for coffee shop business actors to carry out various strategies to maintain consumer buying interest. The problem in this study is how the implementation of the marketing communication mix at Kopi Kawa. The research objective is to analyze the marketing communication mix of Kopi Kawa. The concepts used are marketing communication and marketing communication mix. This research uses a post positivism paradigm with a descriptive qualitative approach. The unit of analysis is an organization that is included in a large scale, namely a coffee shop. Data collection techniques using interviews and documentation. This research uses data analysis techniques, namely data reduction, data presentation and conclusion drawing. The results showed that Kopi Kawa implemented marketing communication by combining eight elements of the marketing communication mix. Other findings reveal that the most dominant marketing communication mix used is sales promotion and word of mouth.
Co-Authors A.A. Ketut Agung Cahyawan W Abdillah, Muhammad Helmy Ardianto, Erdhiek Ardiningrum, Arista ARI KURNIAWAN Astried Silvanie Baskoro, Benecditus Harjo Boy Firmansyah cahya, waskita Dian Miranda Edy Sutriyono Efrizoni, Lusiana Era Sari Munthe Febriansyah, Muhammad Filda Angellia Hidayat, Syamsu Isna Yuningsih Julia Julia karmawan karmawan Lik Anah Mabruroh, Atika Dwi Manoppo, Franky Gerald Cliford Maulana, Fitra Mufidah, Lutfia Zahro' Nugraha, Ananda Putra Nuraini Purwandari Pratiwi, Aprilyanti Rahmaddeni Rahmaddeni Risman Risman Sitorus, Anwar T. Suherman, Ujang Taruna Nasution, Taruna Yuliandhari, Rahmi