ANALISIS STRATEGI KOMUNIKASI PEMASARAN PADA REOPENING KEDAI KOPI KOPRING YOGYAKARTA (Studi Deskriptif Kualitatif pada Kedai Kopi Kopring Yogyakarta, di Kota Yogyakarta, Daerah Istimewa Yogyakarta)

Melinda Anis Safitri, NIM.: 18107030006 (2022) ANALISIS STRATEGI KOMUNIKASI PEMASARAN PADA REOPENING KEDAI KOPI KOPRING YOGYAKARTA (Studi Deskriptif Kualitatif pada Kedai Kopi Kopring Yogyakarta, di Kota Yogyakarta, Daerah Istimewa Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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