| NIM | F1C014071 |
|---|
| Namamhs | NI PEMBAYUN WULANSARI |
|---|
| Judul Artikel | Strategi Komunikasi Pemasaran melalui Member Card Waroenk Ora Umum dalam Menghadapi Persaingan Kafe di Purwokerto |
|---|
| Abstrak (Bhs. Indonesia) | Penelitian berjudul ‘Strategi Komunikasi Pemasaran melalui member card Waroenk Ora Umum dalam Menghadapi Persaingan Kafe di Purwokerto’ ini bertujuan untuk mengetahui gambaran umum Waroenk Ora Umum, mengetahui bagaimana strategi komunikasi pemasaran melalui member card Waroenk Ora Umum dalam menghadapi persaingan kafe di Purwokerto, , mengetahui keefektivisan member card dalam menarik pelanggan serta untuk mengetahui kelebihan, kelemahan, peluang dan hambatan penggunaan member card dalam menghadapi persaingan kafe di Purwokerto. Metode yang digunakan adalah metode kualitatif deskriptif dengan teknik pemilihan informan purposive sampling. Pengumpulan data dilakukan dengan wawancara, observasi, dan dokumentasi. Metode analisis data yang digunakan adalah model analisis interaktif. Validitas data menggunakan triangulasi sumber.Hasil penelitian ini menunjukan strategi komunikasi pemasaran yang dilakukan Waroenk Ora Umum menggunakan promosi penjualan yang dikemas menggunakan member card dengan keuntungan potongan harga, poin dan hadiah serta promosi terikat berjalan cukup baik untuk menarik konsumen.
|
|---|
| Abtrak (Bhs. Inggris) | The research entitled 'Marketing Communication Strategy of Waroenk Ora Umum with Member Card in Facing Cafe Competition in Purwokerto' aims to find out the general description of Waroenk Ora Umum, knowing how the marketing communication strategy of Waroenk Ora Umum member cards in dealing with cafe competition in Purwokerto, find out the effectiveness of member cards in attracting customers and to find out the strengths, weaknesses, opportunities and threats to using member cards in the face of cafe competition in Purwokerto. The method used is descriptive qualitative method with purposive sampling informant selection technique. Data collection is done by interviews, observation, and documentation. The data analysis method used is an interactive analysis model. Data validity uses source triangulation. The results of this study show that the marketing communication strategy conducted by Waroenk Ora Umum uses sales promotions that are packaged using member cards with the advantage of price discounts, points and prizes and tied promotions running well enough to attract consumers. |
|---|
| Kata kunci | Strategi komunikasi pemasaran, member card, Waroenk Ora Umum |
|---|
| Pembimbing 1 | Drs.Ch.Herutomo,M.Si |
|---|
| Pembimbing 2 | Dian Bestari SR,S.IP.,M.I.Kom |
|---|
| Pembimbing 3 | Dr.Nana Sutikna,M.Hum |
|---|
| Tahun | 2018 |
|---|
| Jumlah Halaman | 12 |
|---|
| Tgl. Entri | 2018-08-15 15:27:41.313378 |
|---|