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INTEGRATED MARKETING COMMUNICATION CUKO COFFEE & EATERY DALAM MENINGKATKAN LOYALITAS PELANGGAN
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The importance of implementing Integrated Marketing Communication (IMC) in the business sector has been acknowledged by CUKO Coffee & Eatery. So, the objective of this research is to find out how the implementation of Integrated Marketing Communication at CUKO Coffee & Eatery enhances customer loyalty and to identify the communication barriers faced by CUKO Coffee & Eatery in applying IMC. This study adopts a qualitative approach and adheres to a post-positivist paradigm. The methods used for data collection include interviews, observations, and documentation. The sample for this study are chosen through purposive sampling based on specific criteria. The data analysis is descriptive and qualitative in nature. The results of this study demonstrate that CUKO Coffee & Eatery’s IMC implemetation is evident through advertising, sales promotion, public relations, personal selling, and word of mouth through personal recommendations from relatives and close acquaintances. Challenges or barriers faced in the execution of IMC activities include a shortage of human resources who truly understand CUKO Coffee & Eatery's vision and mission, leading to suboptimal marketing communication. Furthermore, the utilization of social media by CUKO Coffee & Eatery is not yet optimal, with only Instagram being fairly active in marketing activities.
Detail Information
| Item Type |
Bachelor's Thesis
|
|---|---|
| Penulis |
DEVIN FEBRIANO SETIAWAN - Personal Name
|
| Student ID/NPM |
03201940088
|
| Dosen Pembimbing |
Iswahyu Pranawukir, S.sn.,M.I.Kom - - Dosen Pembimbing 1
|
| Penguji |
Rezzi Nanda Barizki, S.I.Kom, M.M - - Ketua Penguji/Penguji 1
Misnan S.S, M.IKOM - - Anggota/Penguji 2 Agus Hitopa Sukma S, S.H.,M.I.KOM - - Anggota/Penguji 3 |
| Kode Prodi PDDIKTI |
70201
|
| Ausgabe |
Unpublished
|
| Prodi/Fakultas |
Prodi Ilmu Komunikasi/Fakultas Ilmu Sosial & Politik
|
| Mitarbeiter | |
| Sprache |
Indonesia
|
| Verlag | Institut Bisnis & Informatika Kosgoro 1957 : Jakarta., 2023 |
| Ausgabe |
Unpublished
|
| Schlagwörter | |
| No Panggil |
2024-57-211
|
| Copyright |
Institut Bisnis & Informatika Kosgoro 1957
|
| Doi | |
| Bentuk File |