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Miftachul Jannah
Universitas Muhammadiyah Sidoarjo
Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

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Crackingchambers Coffee Shop Marketing Communication Strategy Analysis Miftachul Jannah; Poppy Febriana
Academia Open Vol 9 No 1 (2024): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.9.2024.5031

Abstract

This study investigates the marketing communication strategy employed by a coffee shop in a competitive culinary landscape, focusing on attracting consumer interest in Sidoarjo. Utilizing descriptive qualitative research, the study employs interviews and observations to analyze data, employing techniques such as personal selling, sales promotions, and digital platforms for publicity. Results reveal that the coffee shop successfully engages in events, utilizes social media platforms, and leverages delivery services to maintain a competitive edge. The findings shed light on effective strategies for businesses navigating the intense competition within the coffee industry, providing valuable insights for practitioners and researchers alike. Highlights : Strategic Differentiation: Examining how coffee shops employ marketing communication strategies to stand out in a saturated culinary market. Digital Engagement: Investigating the role of social media platforms and delivery services in enhancing visibility and consumer interest. Competitive Survival: Highlighting effective tactics, such as personal selling and sales promotions, to thrive in the fierce competition within the coffee industry. Keywords: Coffee industry, Marketing communication, Consumer attraction, Culinary competition, Digital platforms
Co-Authors Poppy Febriana