Strategi Marketing Communication pada Bagi Kopi: Studi deskriptif kualitatif pada Bagi Kopi Jatinangor

Ashilah, Spica Almas (2025) Strategi Marketing Communication pada Bagi Kopi: Studi deskriptif kualitatif pada Bagi Kopi Jatinangor. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Di tengah dunia bisnis yang semakin kompetitif diperlukan pemahaman pelanggan dengan lebih baik, dengan itu perlu dilakukan komunikasi yang efektif untuk menyampaikan pesan kepada pelanggan. Bagi Kopi sebagai salah satu bisnis pada bidang kuliner memerlukan strategi marketing communication untuk membangun loyalitas pelanggan dan mencapai efektivitas komunikasi. Tujuan dari penelitian ini adalah untuk mengetahui strategi marketing communication yang dilakukan oleh Bagi Kopi melalui konsep IMC yang dikemukakan oleh Philip Kotler. Konsep IMC memiliki 5 fungsi diantaranya adalah advertising (periklanan), direct marketing (pemasaran langsung), sales promotion (promosi penjualan), personal selling (penjualan personal), dan public relations (hubungan masyarakat). Penelitian ini menggunakan paradigma kontruktivisme dengan metode penelitian deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data yang digunakan yaitu melakukan wawancara secara mendalam dan observasi partisipasi pasif. Berdasarkan hasil penelitian dapat diketahui bahwa Bagi Kopi melakukan strategi marketing communication melalui lima strategi diantaranya: 1) Advertising yang terdiri dari melakukan kegiatan periklanan melalui Instagram dan Tiktok serta Evaluasi aktivitas periklanan pada Instagram dan Tiktok. 2) Direct marketing yang terdiri dari pemanfaatan membership sebagai strategi jangka panjang dan pengelolaan respons pelanggan secara aktif dan sistematis. 3) Sales Promotion yang terdiri dari penyesuaian pesan promosi berdasarkan segmen audiens dan konteks media serta penentuan pelaksanaan promosi sesuai momentum promosi. 4) Personal Selling yang terdiri dari interaksi langsung antara karyawan dan pelanggan secara personal serta menyampaikan informasi kepada pelanggan dengan mengedepankan hospitality. 5) Public Relations, terdiri dari membangun relasi dengan komunitas sekitar dan pihak eksternal serta strategi marketing communication untuk membangun branding Bagi Kopi. Dengan demikian Bagi Kopi telah melaksanakan strategi marketing communication berjalan secara terintegrasi dimana setiap elemen saling melengkapi dalam membangun hubungan dengan pelanggan serta memperkuat posisi merek melalui implementasi konsep Integrated Marketing Communication. ENGLISH: In an increasingly competitive of business world, a better understanding of customers is necessary, which requires effective communication to convey messages to customers. Bagi Kopi, as one of the businesses in the culinary field, requires marketing communication strategies to build customer loyalty and achieve communication effectiveness. The purpose of this research is to determine the marketing communication strategies implemented by Bagi Kopi through the IMC concept by Philip Kotler. The IMC concept has 5 functions including advertising, direct marketing, sales promotion, personal selling, and public relations. This research uses a constructivist paradigm with a descriptive research method and a qualitative approach. The data collection techniques used are conducting in-depth interviews and passive participant observation. Based on the research findings, it can be seen that Bagi Kopi implements marketing communication strategies through five strategies, including: 1) Advertising, which consists of conducting advertising activities through Instagram and TikTok, as well as evaluating advertising activities on Instagram and TikTok. 2) Direct marketing, which involves utilizing membership as a long-term strategy and actively and systematically managing customer responses. 3) Sales Promotion, which involves adjusting promotional messages based on audience segments and media context, as well as determining the execution of promotions according to promotional momentum. 4) Personal Selling, which consists of direct interactions between employees and customers on a personal level and conveying information to customers with an emphasis on hospitality. 5) Public Relations, which involves building relationships with the surrounding community and external parties, as well as marketing communication strategies to build Bagi Kopi's branding. Bagi Kopi has implemented an integrated marketing communication strategy where each element complements each other in building relationships with customers and strengthening the brand position through the implementation of the Integrated Marketing Communication concept.

Item Type: Thesis (Sarjana)
Uncontrolled Keywords: Strategi Marketing Communication; Integrated Marketing Communication; Bagi Kopi
Subjects: General Collection in Indonesia
Education, Research
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Spica Almas Ashilah
Date Deposited: 22 Sep 2025 07:30
Last Modified: 23 Sep 2025 01:01
URI: https://digilib.uinsgd.ac.id/id/eprint/121450

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