Strategi Komunikasi Pemasaran Coffee Toffee Pekanbaru Dalam Menarik Minat Pelanggan

Krismanto, Rino Elda (2019) Strategi Komunikasi Pemasaran Coffee Toffee Pekanbaru Dalam Menarik Minat Pelanggan. Other thesis, Universitas Islam Riau.

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Abstract

At one Coffee Shop now often discussed about new concepts that make the appeal of a modern coffee shop. While the competition in the Coffee Shop business is getting stronger now, Coffee Toffee Pekanbaru is trying to maintain its own brand "YES I DRINK INDONESIAN COFFEE" with its distinctive archipelago coffee and to provide various types of coffee in Indonesia. This study aims to determine the Marketing Communication Strategy of Pekanbaru Coffee Toffee in attracting customers' interests and being able to maintain and also introduce their own brands to the public. The strategy is essentially planning planing to achieve a goal. This research uses marketing communication theory which consists of segmentation, targeting, positioning. The sharp part of marketing instruments is the message that is communicated to prospective buyers through various elements contained in the promotion program. This study used qualitative research methods. The subjects in this study were the leaders of Coffee Toffee Pekanbaru, two Coffee Toffee baristas and four customers who had subscribed to come to Coffee Toffee who acted as informants. The research concluded that Coffee Toffee Pekanbaru carries out direct strategies such as offering member cards and attractive promos, this is done with the aim of increasing customer interest to come and also attracting new customers to buy. Relationship of Coffee Toffee Pekanbaru with consumers and the community is needed to create a good name and image and also in getting consumer confidence. Key Words: Strategy, Marketing, Interest

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