%0 Thesis
%9 Skripsi
%A Melinda Anis Safitri, NIM.: 18107030006
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2022
%F digilib:55667
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K marketing communication strategy; SWOT analysis; marketing mix;
%P 103
%T ANALISIS STRATEGI KOMUNIKASI PEMASARAN PADA REOPENING  KEDAI KOPI KOPRING YOGYAKARTA  (Studi Deskriptif Kualitatif pada Kedai Kopi Kopring Yogyakarta, di Kota  Yogyakarta, Daerah Istimewa Yogyakarta)
%U https://digilib.uin-suka.ac.id/id/eprint/55667/
%X The development of the coffee business makes people more selective in  choosing a coffee shop as a place of entertainment. The conditions of intense  business competition and a picture of uncertainty in the future force companies to  be able to plan, formulate and determine appropriate and flexible strategies. Seeing  the increasingly difficult competition conditions, Sixtytwo.st must work hard to  optimize its roles and functions as well as the strategies carried out in its efforts to  attract and increase customer interest and build a positive image as well as create  various strategies to achieve company goals after the reopening. opening of the  name Sixtytwo.st, including in terms of marketing as a form of effort to attract  potential customers.  The purpose of this study is to describe or analyze how the marketing  communication strategy in the re-opening of Kopring became Sixtytwo.st. The  subjects in this research are the owner and marketing employees of Sixtytwo.st. This  study used descriptive qualitative method. The process of collecting data was done  through observation, in-depth interviews and documentation. This study uses  SWOT analysis and marketing mix to take advantage of opportunities and maximize  strengths, reduce weaknesses and avoid threats.
%Z Pembimbing: Dr. Diah Ajeng Purwani, S.Sos., M.Si.