KOMUNIKASI PEMASARAN PADA PROGRAM MAKE YOUR OWN COFFEE DALAM MENINGKATKAN EDUKASI KOPI BAGI KONSUMEN (STUDI DESKRIPTIF KUALITATIF PADA COFFEE SHOP DI DONGENG KOPI YOGYAKARTA)

Ismail Saifuddin Setiyobudi, NIM.: 15730119 (2020) KOMUNIKASI PEMASARAN PADA PROGRAM MAKE YOUR OWN COFFEE DALAM MENINGKATKAN EDUKASI KOPI BAGI KONSUMEN (STUDI DESKRIPTIF KUALITATIF PADA COFFEE SHOP DI DONGENG KOPI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The large number of coffee shops and the high level of coffee consumption in Indonesia are currently not followed by public knowledge of how to drink good and healthy coffee. Although there are benefits in consuming coffee, but there are also negative effects if coffee is consumed in excessive amounts. Dongeng Kopi is a coffee shop experience where from the beginning stood the focus on educational activities about the benefits of coffee to consumers. Make Your Own Coffee as one of the activities carried out by Dongeng Kopi has a role in the education process. This research aims to study marketing communication in Make Your Own Coffee program as a means of increasing education the benefits of coffee for consumers in Dongeng Kopi. This study used descriptive qualitative method. The informants in this study were selected using a purposive sampling technique, namely the owner of Dongeng Kopi, Senior Barista, and several consumers involved in the Make Your Own Coffee program. Data collection techniques carried out by observation, interviews, and documentation. The validity test in this study was carried out by source and expert triangulation techniques. Data analysis techniques in this study used the Miles and Huberman model, namely from data collection, data reduction, data presentation, to drawing conclusions or verification. The results showed that Dongeng Kopi conducted marketing communications in increasing the educational benefits of coffee for consumers through the make your own coffee program. Marketing communication is implemented through experiential connect to build experiences between Dongeng Kopi and Consumers. Experiental connect that is applied by Dongeng Kopi includes multisensory, emotional, and sharing

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