eprintid: 59588
rev_number: 11
eprint_status: archive
userid: 12243
dir: disk0/00/05/95/88
datestamp: 2023-07-06 02:45:40
lastmod: 2023-07-06 02:45:40
status_changed: 2023-07-06 02:45:40
type: thesis
metadata_visibility: show
contact_email: muchti.nurhidaya@uin-suka.ac.id
creators_name: Abdul Gafur, NIM.: 16730084
title: STRATEGI KOMUNIKASI PEMASARAN DALAM MENARIK MINAT PENGUNJUNG DI KAFE BAWAH LANGIT
ispublished: pub
subjects: I
subjects: wira_usaha
divisions: jur_ikom
full_text_status: restricted
keywords: cafe under the sky; marketing mix; consumers; social media
note: Pembimbing; Maya Sandra Rosita Dewi, M.I.Kom.
abstract: Cafe bawah langit is a company engaged in the field of food and beverages in a special area of Yogyakarta. Cafe bawah langit was opened for the first time during the pandemic when many cafe businesses were out of business (closed), therefore the problem formulation in this research was how the marketing communication strategy was carried out by the Under the Sky Cafe in attracting visitor interest. The practice model applied in increasing consumers from under the sky cafes is Marketing Mix 4P, namely product strategy, price strategy, place strategy, and promotion strategy by Kotler and Armstrong. This study used qualitative research methods. The results of the study are Cafe bawah langit in increasing visitors has implemented 4 (four) elements of the marketing mix in carrying out its marketing strategy. The product strategy undertaken by Cafe bawah langit is to pay attention to the target market. The pricing strategy adopted by the Bawah Langit cafe is to provide a discount, while also providing a promotional price during the grand opening. Café bawah langit also promoted through online media (social media) during the pandemic and implemented collaboration with the Yogyakarta music community to hold live music events.
date: 2023-05-16
date_type: published
pages: 127
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   Abdul Gafur, NIM.: 16730084  (2023) STRATEGI KOMUNIKASI PEMASARAN DALAM MENARIK MINAT PENGUNJUNG DI KAFE BAWAH LANGIT.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/59588/1/16730084_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/59588/2/16730084_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf