Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Environmental, Sustainability, and Social Science
MESSAKH, Ricky Oktaf
Unknown Affiliation
Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Consumer Preferences for Integrated Marketing Communication Expert28 Cafe Kediri MESSAKH, Ricky Oktaf; WONO, Hilda Yunita; HERMAWAN, Jessica Nathalia
International Journal of Environmental, Sustainability, and Social Science Vol. 5 No. 4 (2024): International Journal of Environmental, Sustainability, and Social Science (Jul
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v5i4.1027

Abstract

Tourism is a major source of income for Indonesia, and Kediri is a popular destination for various types of tourism businesses. Expert28 Cafe Kediri, a local coffee shop brand, has successfully faced competition from other cafes by implementing effective marketing strategies. Integrated Marketing Communication (IMC) is the key approach used by Expert28 Cafe Kediri to attract potential customers. The cafe has implemented several IMC activities, including advertising, direct marketing, sales promotion, and digital marketing. To understand consumer preferences for these activities, a descriptive quantitative study was conducted using a questionnaire. The study involved 71 respondents who were Expert28 Cafe Kediri consumers familiar with the IMC activities. The analysis revealed that consumers preferred digital marketing the most, followed by advertising, direct marketing, and sales promotion. This study's findings provide valuable insight to help Expert28 Cafe Kediri enhance their marketing strategies by focusing on the most preferred IMC activities, particularly digital marketing.
Co-Authors HERMAWAN, Jessica Nathalia Hilda Yunita Wono