IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION UNTUK MENINGKATKAN MINAT KONSUMEN KEDAI KOPI KEKINIAN (STUDI KASUS TEMPAT SEDUH CASA COFFEE DI KOTA JAKARTA UTARA)

AGUSTINA, MARGARETA (2024) IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION UNTUK MENINGKATKAN MINAT KONSUMEN KEDAI KOPI KEKINIAN (STUDI KASUS TEMPAT SEDUH CASA COFFEE DI KOTA JAKARTA UTARA). S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Industri kedai kopi telah mengalami perkembangan yang pesat dalam beberapa dekade terakhir. Tren ini didorong oleh berbagai aspek yang relevan dengan dinamika sosial, ekonomi dan budaya. Perubahan gaya hidup terjadi secara meluas pada semua kalangan masyarakat. Saat ini kedai kopi tidak hanya sebagai tempat menikmati kopi semata tetapi menjadi simbol budaya modern. Penelitian ini bertujuan untuk menganalisis Segmentation, Targeting, Positioning (STP), serta bagaimana dan mengapa penerapan Integrated Marketing Communication (IMC) dapat meningkatkan minat konsumen Kedai Kopi Kekinian Tempat Seduh Cassa Coffee di Kota Jakarta Utara. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif dan metode studi kasus. Data dikumpulkan dengan dua pendekatan yakni pengumpulan data primer yakni wawancara mendalam (In depth Interview) kepada 9 orang yang terdiri dari 2 orang pemilik, 2 karyawan, dan 5 konsumen. Sedangkan pengumpulan data sekunder yaitu observasi, studi literatur dan dokumentasi. Salam penelitian menunjukkan Tempat Seduh Casa Coffee telah berhasil merencanakan STP dengan baik dalam upaya menarik minat konsumen. Melalui segmentasi, mereka berhasil mengidentifikasi dan membagi pasar menjadi kelompok-kelompok yang lebih kecil berdasarkan karakteristik geografis (Koja dan Tanjung Priok), demografis (komunitas lokal), psikografis (gaya hidup), dan perilaku (konsumsi kopi). Targeting dilakukan dengan fokus pada segmen usia muda yang dinamis dan aktif di media sosial, sementara positioning Ditempatkan sebagai kedai kopi yang menawarkan pengalaman lebih dari sekedar minuman, tetapi juga suasana, kegiatan komunitas, dan keterhubungan. Tempat Seduh Casa Coffee telah mengimplementasikan semua elemen dalam Integrated Marketing Comunication (IMC) yaitu periklanan, hubungan masyarakat, penjualan pribadi, promosi penjualan, dan pemasaran langsung/digital untuk meningkatkan minat konsumen. Mereka mampu bersaing dengan Kedai Kopi Kekinian lainnya di Jakarta Utara terutarama di Koja dan Tanjung Priok. Mampu mengintegrasikan empat IMC yaitu Advertising, Sales Promotion, Public Relation dan Digital/Direct Marketing kecuali Personal Selling dengan memanfaatkan media sosial yaitu Instagram dalam sarana komunikasi pemasarannya menjangkau konsumen. Terutama dalam mempromosikannya melalui Iklan yang menarik dan kekinian sehingga diminati konsumen terutama anak muda, tidak saja meningkatkan minat transaksional tetapi referensial dan eksploratif. The coffee shop industry has experienced rapid development in the last few decades. This trend is driven by various aspects relevant to social, economic and cultural dynamics. Lifestyle changes occur widely in all levels of society. Nowadays coffee shops are not just places to enjoy coffee but have become symbols of modern culture. This research aims to analyze Segmentation, Targeting, Positioning (STP), as well as how and why the application of Integrated Marketing Communication (IMC) can increase consumer interest in the Contemporary Coffee Shop Cassa Coffee Brewing Place in North Jakarta City. This research uses a constructivist paradigm with a qualitative approach and case study method. Data was collected using two approaches, namely primary data collection, namely in depth interviews with 9 people consisting of 2 owners, 2 employees and 5 consumers. Meanwhile, secondary data collection is observation, literature study and documentation. Research shows that the Casa Coffee Place has succeeded in planning the STP well in an effort to attract consumer interest. Through segmentation, they succeeded in identifying and dividing the market into smaller groups based on geographic characteristics (Koja and Tanjung Priok), demographics (local communities), psychographics (lifestyle), and behavior (coffee consumption). Targeting is carried out with a focus on the young age segment who is dynamic and active on social media, while positioning is positioned as a coffee shop that offers an experience more than just drinks, but also atmosphere, community activities and connectedness. Place Seduh Casa Coffee has implemented all elements of Integrated Marketing Communications (IMC), namely advertising, public relations, personal sales, sales promotions, and direct/digital marketing to increase consumer interest. They are able to compete with other contemporary coffee shops in North Jakarta, especially in Koja and Tanjung Priok. Able to integrate four IMCs, namely Advertising, Sales Promotion, Public Relations and Digital/Direct Marketing except Personal Selling by utilizing social media, namely Instagram, as a means of marketing communication to reach consumers. Especially in promoting it through attractive and up-to-date advertisements so that consumers, especially young people, not only increase transactional but referential and exploratory interest.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55222110048
Uncontrolled Keywords: STP, Komunikasi Pemasaran, IMC, Minat Konsumen, Kedai Kopi Kekinian STP, Marketing Communications, IMC, Consumer Interest, Contemporary Coffee Shop
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: SUTRA DEWANGGA
Date Deposited: 20 Feb 2025 02:34
Last Modified: 20 Feb 2025 02:34
URI: http://repository.mercubuana.ac.id/id/eprint/94355

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