Analisis Strategi Komunikasi Pemasaran Dalam Meningkatkan Pengunjung Pada Waroeng Baper Pekanbaru

Abdillah, Rizky (2022) Analisis Strategi Komunikasi Pemasaran Dalam Meningkatkan Pengunjung Pada Waroeng Baper Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Waroeng Baper Pekanbaru is often discussed about a new concept that no other café has, a café that is crowded with visitors and always holds events and live music with a lot of competition between cafes that is getting tougher and trying to maintain its own brand "Bawaan Laper" by having many variants of the food menu. and beverages according to customer needs. This study aims to determine the marketing communication strategy in increasing visitors to Waroeng Baper Pekanbaru and being able to maintain and introduce their own brand to the public. This study used qualitative research methods. The subjects in this study were HRD (Human Resource Development) in Waroeng Baper Pekanbaru, Marketing Café Waroeng Baper Pekanbaru and five visitors to Waroeng Baper Pekanbaru who served as informants. The results of this study are in accordance with 7 aspects according to Effendy, namely recognizing communication targets, frame of reference factors, citation factors and conditions, selection of communication media, assessment of the purpose of communication messages, source attractiveness and source credibility. by conducting organizational events, performing live music every night of the week, and providing buy one get one promos every Friday and other promos. This is done with the aim of increasing visitors to come and attract new customers to buy. The trust and attraction that Waroeng Baper Pekanbaru does with consumers and the community must be done to create a good name and image in gaining consumer trust.

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