PENGGUNAAN UNIQUE SELLING POINT DALAM KEPUASAN PELANGGAN (STUDI DESKRIPTIF KUALITATIF PADA ALAYYA CAFE & RESTO CONDONGCATUR, SLEMAN, YOGYAKARTA)

Muhammad Ilyas, NIM.: 19107030032 (2023) PENGGUNAAN UNIQUE SELLING POINT DALAM KEPUASAN PELANGGAN (STUDI DESKRIPTIF KUALITATIF PADA ALAYYA CAFE & RESTO CONDONGCATUR, SLEMAN, YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The emergence of numerous new coffee shops has undoubtedly intensified competition in the coffee industry. Coffee shops have transformed into a lifestyle element, especially for the younger generation, significantly boosting their existence. Café owners need to activate effective marketing communication strategies to respond to this trend. The distinctive value of a business plays a crucial role in setting it apart from competitors and ensuring customer satisfaction. This research applies a qualitative descriptive method, an approach that generates descriptive data in the form of written or spoken words from participants and observable behaviors. The subjects of this study include leaders, employees, and customers. Data collection techniques include observation, interviews, and documentation, and the researcher employs data testing through triangulation methods. Alayya Cafe & Resto, utilizing its unique selling proposition (USP), has successfully captured attention and satisfied its customers. Their primary focus lies in key aspects such as superior product quality, exceptional service, emotionally engaging experiences, competitive pricing, and accessibility. Through culinary quality, friendly service, emphasis on emotional and spiritual connections, affordable pricing, and strategic location, Alayya Cafe & Resto has created an unforgettable experience for its customers. These five fundamental concepts are closely related in the context of customer values and choices when visiting Alayya Cafe & Resto, each highlighting different aspects. They include excellence in differentiation, trust in reliability, uniqueness in special attributes, suitability in compatibility, and allure in attractive charm all guaranteed in the business processes run by the owner and employees at Alayya Cafe & Resto.

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