SYAHRINANDA, VUGIA (2022) PERUBAHAN STRATEGI KOMUNIKASI PEMASARAN UDA ESPRESSO CAFE & ROASTERY SEBELUM DAN SAAT PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Dalam sebuah perusahaan sangat dibutuhkan strategi komunikasi pemasaran dikarenakan dapat meningkatkan kesadaran merek positif di mata konsumennya. Uda Espresso Cafe & Roastery merupakan salah satu cafe yang berada di Kota Payakumbuh yang terkena dampak dari pandemi covid-19. Uda Espresso Cafe & Roastery menggunakan media sosial sebagai salah satu media promosi yang digunakan saat pandemi covid-19. Tujuan penelitian ini adalah untuk mengetahui perubahan strategi komunikasi pemasaran yang dilakukan oleh Uda Espresso Cafe & Roastery sebelum dan saat pandemi covid-19. Pada penelitian ini, peneliti menggunakan landasan teori berupa teori anlisis SWOT, teori segmentation, targetting dan positioning serta teori komunikasi pemasaran terpadu untuk melakukan strategi komunikasi pemasaran saat pandemi covid-19. Paradigma yang digunakan dalam penelitian ini adalah paradigma post positivisme. Penelitian ini menggunakan penelitian deskriptif kualitatif dikarenakan peneliti ingin mengetahui gambaran dan penjelasan mengenai strategi komunikasi pemasaran Uda Espresso Cafe & Roastery. Data dalam penelitian ini terdiri dari dua jenis yaitu data primer dan data sekunder. Data diperoleh dengan teknik wawancara dan observasi. Hasil dari penelitian ini bahwa Uda Espresso Cafe & Roastery melakukan perubahan strategi komunikasi pemasaran yaitu pada Periklanan, Acara dan pengalaman, Hubungan Masyarakat dan Publikasi, Penjualan Personal dan Promosi Penjualan. Kata kunci: pandemi covid-19, Uda Espresso Cafe & Roastery, Strategi Komunikasi Pemasaran Terpadu In a company, a marketing communication strategy is needed because it can increase positive brand awareness in the eyes of its consumers. Uda Espresso Cafe & Roastery is one of the cafes in Payakumbuh City that has been affected by the covid-19 pandemic. Uda Espresso Cafe & Roastery uses social media as one of the promotional media used during the covid-19 pandemic. The purpose of this study was to determine the changes in marketing communication strategies carried out by Uda Espresso Cafe & Roastery before and during the covid-19 pandemic. In this study, research user theoretical foundation in the form of SWOT analysis theory, segmentation theory, targeting and positioning and integrated marketing communication theory to carry out marketing communication strategies during the covid-19 pandemic. The paradigm used in this study is the post-positivism paradigm. This study uses descriptive qualitative research because the researcher wants to know the description and explanation of the marketing communication strategy of Uda Espresso Cafe & Roastery. The data in this study consisted of two types, namely primary data and secondary data. Data obtained by interview and observation techniques. The result of this study are that Uda Espresso Cafe & Roastery uses a marketing communication strategy, namely Advertising, Event and Experience, Public Relation & Publicity, Personal Selling and Sales Promotio. Key words: covid-19 pandemic, Uda Espresso Cafe & Roastery, integrated marketing communication strategy.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44319120041 |
| Uncontrolled Keywords: | covid-19 pandemic, Uda Espresso Cafe & Roastery, integrated marketing communication strategy. pandemi covid-19, Uda Espresso Cafe & Roastery, Strategi |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 18 Mar 2022 07:15 |
| Last Modified: | 18 Mar 2022 07:15 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58347 |
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