STRATEGI KOMUNIKASI PEMASARAN COFFEE SHOP THE NEIGHBOURHOOD DAN CALMANTE DI KOTA MEDAN PADA MASA PANDEMI COVID-19

Yang, Yang (2024) STRATEGI KOMUNIKASI PEMASARAN COFFEE SHOP THE NEIGHBOURHOOD DAN CALMANTE DI KOTA MEDAN PADA MASA PANDEMI COVID-19. Skripsi(S1) thesis, FISIP UNPAS.

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Abstract

The Covid-19 pandemic has had a far-reaching impact on all sectors of human life. Likewise with the Coffee Shop sector, the Covid-19 pandemic has had an extraordinary impact. Since March 15 2020, the President has asked regional governments to make policies to implement limited activities and implement social restrictions such as PPKM. Many UMKM sectors experienced a decline in income due to policies that occurred during the Covid-19 pandemic. This is the research objective of how UMKM such as coffee shops can navigate a situation like this during the Covid-19 pandemic. To support the effectiveness of sales strategies during Covid-19, research with the title "Marketing Communication Strategy for The Neighborhood and Calmante coffee shops in Medan City during the Covid-19 pandemic" has a problem formulation of how marketing communication strategies are carried out to survive during the Covid-19 pandemic. The method used in this research is descriptive with a qualitative approach. The data collection carried out by the author used interview techniques, observation and documentation studies. The theoretical basis used is the communication strategy proposed by Oemi Abdurahman. Based on the results of data analysis, it can be concluded that the marketing communication strategies used by The Neighborhood and Calmante coffee shops to survive the Covid-19 pandemic are running well, starting from the use of promos and direct communication with customers. This can be seen from the results of observations made regarding customer satisfaction with the strategies implemented by the coffee shop Keywords: strategy, communication, coffee shop

Item Type: Thesis (Skripsi(S1))
Subjects: S1-Skripsi
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2023
Depositing User: Drs Iwan Ridwan
Date Deposited: 08 May 2024 06:56
Last Modified: 08 May 2024 06:56
URI: http://repository.unpas.ac.id/id/eprint/68995

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