STRATEGI KOMUNIKASI PEMASARAN CAFE TONG SUSU PEKANBARU DALAM MENINGKATKAN JUMLAH KONSUMEN
Abstract: Pekanbaru is the
strategic areas where the population is increasing and becoming a metropolitan
city. Pekanbaru rapid development is also reflected in the rapid growth of
existing businesses in various places with various products. Certainly many
cafes in pekanbaru like: Cafe D’Neneners, Cafe House Milk, Re Caffe, Fluffy
Cafe, Bier Hause Cafe, Cafe Excelso, etc. The presence of other cafes as
competitors who sell fresh milk to make Cafe Tong Susu Pekanbaru should strive
to increase the number of consumers in addressing the decline in consumers.
Therefore, researchers interested in conducting research in order to determine
the marketing communication strategy Tong Susu Cafe Pekanbaru in increasing the
number of consumers.
This study used qualitative methods, collecting data obtained based on
the reality in the field of data through observation, interviews, and
documentation. The subjects were 1 Owner, 1 manager, 8 consumers, and 4
prospective customers Tong Susu Cafe Pekanbaru are selected using purposive
sampling technique. To analyze the results of this study using interactive data
analysis techniques, while data validity checking techniques through extension
of participation and triangulation.
The results showed that the strategy of marketing communications Cafe
Tong Susu Pekanbaru in increasing the number of consumers Sales promotion
activities for promo new menus and discounts. Personal selling activities do
live presentations, invited presentations and headed presentation. Activities
performed on publicity by publishing logos Tong Susu Cafe Dairy Milk through
the cars scattered Pekanbaru city areas while the public relations activities
to socialize directly with consumers and potential consumers Tong Susu Cafe
Pekanbaru.Direct marketing activities carried out by using that phone, SMS
(Short Message Service), and Twitter Mentions. Lastly,is the through Internet
Marketing Media using facebook and Twitter social media
Penulis: Deddy Septian,
Rumyeni
Kode Jurnal: jpkomunikasidd160023
