STRATEGI KOMUNIKASI PEMASARAN SELAWAKTU COFFEE TEBET DALAM MENINGKATKAN KONSUMEN DI MASA PANDEMI DAN PASCA PANDEMI COVID-19 PERIODE 2020-2022

FITRIANI, VIDYA FIRYA (2023) STRATEGI KOMUNIKASI PEMASARAN SELAWAKTU COFFEE TEBET DALAM MENINGKATKAN KONSUMEN DI MASA PANDEMI DAN PASCA PANDEMI COVID-19 PERIODE 2020-2022. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Industri kopi di Indonesia terus bertambah dalam 10 tahun terakhir. Kemunculan coffee shop pada mulanya berada di daerah perkantoran, namun saat ini merambah ke daerah perumahan padat penduduk, salah satunya Selawaktu Coffee yang hadir di Tebet, Jakarta Selatan. Selawaktu Coffee berfokus sebagai one stop shop dan memiliki konsep desain interior American Pop Culture sebagai ciri khasnya. Pada tahun 2020 terjadi pandemi Covid-19 yang meniadakan seluruh kegiatan di luar rumah. Hal tersebut menyebabkan Selawaktu Coffee memiliki perbedaan strategi komunikasi pemasaran pada masa pandemi maupun pasca pandemi Covid-19 untuk meningkatkan konsumen. Strategi komunikasi pemasaran dalam penelitian ini dianalisis menggunakan analisis SWOT, strategi STP, dan teori bauran pemasaran (4P). Tujuan penelitian ini adalah untuk mengetahui strategi komunikasi pemasaran Selawaktu Coffee Tebet di saat pandemi dan pasca pandemi Covid-19 periode 2020-2022 dapat meningkatkan konsumennya. Metode penelitian yang digunakan adalah kualitatif studi kasus dengan paradigma konstruktivisme. Hasil penelitian ini menunjukkan bahwa Selawaktu Coffee berhasil meningkatkan konsumen dengan bauran pemasaran yang beragam. Hasil temuan penelitian ini adalah Selawaktu Coffee menggunakan strategi soft selling dan hard selling sebagai perbedaan pada masa pandemi dan pasca pandemi Covid-19. Strategi yang paling berhasil adalah bauran pemasaran pada salah satu direct marketing yang meningkatkan omset Selawaktu Coffee secara signifikan. Kata Kunci: Strategi pemasaran, bauran pemasaran, konsumen, kopi. The coffee industry in Indonesia has continued to grow in the last 10 years. Initially, coffee shops appeared in office areas, but now they have penetrated to densely populated residential areas, such as Selawaktu Coffee, which is located in Tebet, South Jakarta. Selawaktu Coffee focuses on being a one stop shop and has an interior design concept of American Pop Culture as it’s trademark. In 2020, the Covid-19 pandemic occurred which has been eliminated all activities outside of home. This caused Selawaktu Coffee to have different marketing communication strategies during the pandemic and post-pandemic Covid-19 to increase consumers. Marketing communication strategies in this research were analyzed using SWOT analysis, STP strategy, and marketing mix theory (4P). The purpose of this research is to find out how the marketing communication strategy of Selawaktu Coffee Tebet during the pandemic and post-pandemic Covid- 19 for 2020-2022 period can increase the consumers. The research method used a qualitative case study with a constructivism paradigm. The results of this research indicate that Selawaktu Coffee has succeeded in increasing consumers with a diverse marketing mix. The findings of this study are that Selawaktu Coffee uses soft selling and hard selling strategies during the pandemic and post-pandemic Covid-19 Period 2020-2022. The most successful strategy was the marketing mix in one of the direct marketing which significantly increased Selawaktu Coffee’s turnover. Key Words: Marketing strategy, marketing mix, consumers, coffee.

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