STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN JUMLAH PELANGGAN (STUDI DESKRIPTIF KUALITATIF PADA SEMEDULUR COFFEE PASCA PANDEMI COVID-19)

M. Iqbal Maulana, NIM.: 19107030064 (2023) STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN JUMLAH PELANGGAN (STUDI DESKRIPTIF KUALITATIF PADA SEMEDULUR COFFEE PASCA PANDEMI COVID-19). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The decrease in customers at Semedulur Coffee is due to its main target market, namely native Klaten students studying outside of Klaten who have to return to their respective campuses. This is because students have to return to the boarding house because lectures are back using offline learning methods. Therefore Kopi Semedulur must implement a marketing communication strategy to increase the number of customers. Formulation of the problem regarding how the marketing communication strategy is to increase the number of customers at Semedulur Coffee after the Covid-19 pandemic. This study uses Kotler and Keller's marketing communication mix theory and Indrasari's customer satisfaction factor. The method in this study uses descriptive qualitative with data sources from interviews, observation and documentation. The validity of the data in this study used source triangulation, technical triangulation, and theoretical triangulation. Based on the results of this study, it shows that Kopi Semedulur is making efforts to increase the number of visitors during the post-pandemic period with marketing communication strategies and customer satisfaction factors, namely advertising, sales promotion, events and experiences, public relations and publicity, word of mouth marketing, personal selling, quality product, service quality, emotion, price, and convenience. The conclusion in this study is that Semedulur Coffee performs six of the eight communication mixes according to Kotler and Keller and five factors of customer satisfaction according to Indrasari. Marketing communication mix efforts carried out by Semedulur Coffee have not been carried out optimally while efforts to get customer satisfaction have been carried out optimally.

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