STRATEGI PEMANFATAAN INTEGRATED MARKETING COMMUNICATION (IMC) TERHADAP NEW MEDIA DI KEDAI KOPI KETJE BANDAR LAMPUNG SAAT PANDEMI COVID-19

Suci Permata Sari, 1846031007 (2022) STRATEGI PEMANFATAAN INTEGRATED MARKETING COMMUNICATION (IMC) TERHADAP NEW MEDIA DI KEDAI KOPI KETJE BANDAR LAMPUNG SAAT PANDEMI COVID-19. FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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Abstrak

Penelitian ini bertujuan untuk mengetahui bagaimana strategi pemanfaatan komunikasi pemasaran terpadu terhadap media baru di kedai Kopi Ketje Badnar Lampung saat Covid-19. Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Sumber data dalam penelitian ini berupa data primer dan sekunder. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara dan dokumentasi hasil penelitian. Setelah data terkumpul kemudian dianalisis untuk mendapatkan jawaban dari penelitian. Berdasarkan hasil penelitian didapatkan bahwa kedai kopi Ketje menggunakan strategi komunikasi pemasaran digital lewat pemanfaatan media baru (new media) melalui media sosial terutama Instagram dengan menerapkan bauran pemasaran (marketing mix) yaitu product, price, place dan promotion. Melalui promosi, kedai kopi Ketje menerapkan teori Integrated Makreting Communication (IMC) menurt Shimp yaitu beriklan seperti iklan melalui Instagram Ads dan influencer marketing. Menerapkan sales promotion dengan mengadakan Giveway, diskon kilat, mengadakan promo Ketje Goceng dan Ketje Ceban, dan memberlakukan harga coret. Mendapatkan publisitas dengan memanfaatkan momen yang tidak biasa. Melakuakn sponsorship marketing melalui aplikasi Grab lewat menu Grabfood serta melakukan komuniakasi di tempat pembelian lewat pembuatan standing banner. Walaupun Sebagian besar strategi berjalan lancar dan efektif dalam meningkatkan penjualan, tidak semua penerapan staretegi marketing mix dan promotion mix yang diterapkan berlangsung efektif. Contohnya seperti penerapan publisitas, giveaway menggunakan voucher, bundling product, dan pemberlakuan harga coret untuk menu yang kurang laku. Kata kunci: media baru, komunikasi pemasaran terpadu, bisnis kopi This study aims to find out how the strategy of using Integrrated Marketing Communication (IMC)for new media at Kedai Kopi Ketje Bandar Lampung during Covid-19 pandemic. This study uses descriptive qualitative research methods. Sources of data in this study in the form of primary and secondary data. Data collection techniques were carried out by means of observation, interviews and documentation of research results. After the data is collected then it is analyzed to get answers from the research. Based on the results of the study, it was found that in maintaining its business in the midst of the Covid-19 pandemic, Kedai Kopi Ketje used new media through social media, especially Instagram by implementing a marketing mix, namely product, price, place and promotions. Through promotions, the Kedai Kopi Ketje applies the theory of Integrated Marketing Communication (IMC) according to Shimp, namely advertising such as advertising through Instagram Ads and influencer marketing. Implementing a sales promotion by holding a Giveway, a flash discount on twin dates and months, holding a Ketje Goceng and Ketje Ceban promo, and applying a strike price. Getting publicity by taking advantage of an unusual moment in the midst of the Covid-19 pandemic, namely adding shop branches. Conduct sponsorship marketing through the Grab application via the Grabfood menu to increase sales in the midst of a pandemic and communicate at the point of purchase through the creation of standing banners containing information about new menus and various ongoing promos. Although most of the strategies run smoothly and effectively in increasing sales, not all of the implementation of the marketing mix and promotion mix strategies that are implemented are effective. Examples include the application of publicity, giveaways using vouchers, product bundling, and the application of strike prices for menus that are not selling well. Keywords: new media, Integrated Marketing Communication (IMC), coffee business

Jenis Karya Akhir: Skripsi
Subyek: 300 Ilmu sosial > 380 Perdagangan, komunikasi, dan transportasi
Program Studi: Fakultas ISIP > Prodi Ilmu Komunikasi
Pengguna Deposit: 2208025168 . Digilib
Date Deposited: 03 Oct 2022 06:08
Terakhir diubah: 03 Oct 2022 06:08
URI: http://digilib.unila.ac.id/id/eprint/66499

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