Strategi Komunikasi Pemasaran Coffee Shop Di Kota Pekanbaru Dalam Meningkatkan Konsumen

Zulfita, Silvya Dwi (2022) Strategi Komunikasi Pemasaran Coffee Shop Di Kota Pekanbaru Dalam Meningkatkan Konsumen. Other thesis, Universitas Islam Riau.

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Abstract

A coffee shop is a new idea for a city facility that aims as an escape for the community to release fatigue and find a sense of comfort by relaxing in a coffee shop. In the last few years, there have been many new coffee shops in Pekanbaru with different facilities provided, the menus provided are different from each other and also have their own nuances, the coffee shops are Leton coffee, Chinoss Coffee Space, and Lakosa Coffee. This study discusses the coffee shop marketing communication strategy in increasing consumers. In this study using a qualitative approach with the method of interview, observation and documentation. The results of the study prove that the marketing communication strategies used by the three coffee shops are marketing through social media, through word of mouth, providing discounts and attractive promos at certain events, as well as providing good places and facilities. The impact of the marketing communication strategy that was carried out was proven to be able to increase the number of consumers from the three coffee shops.

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