STRATEGI KOMUNIKASI PEMASARAN MINI CAFE MELALUI KAMPANYE GO GREEN (EAT, PLANT, CONTRIBUTE) (Studi Pada Tim Pemasaran Mini Cafe Icepot Malang)
| Main Author: | Rohmah, Nur |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/41169/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/41169/2/BAB%20I.pdf http://eprints.umm.ac.id/41169/3/BAB%20II.pdf http://eprints.umm.ac.id/41169/4/BAB%20III.pdf http://eprints.umm.ac.id/41169/5/BAB%20IV.pdf http://eprints.umm.ac.id/41169/6/BAB%20V.pdf http://eprints.umm.ac.id/41169/7/LAMPIRAN.pdf http://eprints.umm.ac.id/41169/ |
Daftar Isi:
- This research was conducted because of the fact that culinary especially cafe in Malang. So, many cafe entrepreneur tried to compete with others to make interesting and attractive innovation of food and beverage. Additionally, an example of the innovation is the first mini cafe ice pot Malang through go green (eat, plant and contribute). Furthermore, this cafe creates innovative ice cream which is put inside the pot. Therefore, the objective of this study was to describe the communication marketing strategy which was used by ice pot. This research was used qualitative approach with descriptive type and base of case study. The subject is a marketing team, an owner ice pot Malang as a create idea for ice pot production and campaign go green (eat, plant, contribute), and also the marketing and staffs in ice pot. The technique analysis data was used model from Miles & Huberman (thedata collection, reduction, data processing and conclusion) by test validity which utilize source Trianggulasi. Based on the result of the analysis and discussion it can be concluded that basically ice pot is marketing commercial, however Ice pot in Malang used different strategy. Ice pot was used marketing strategy social within promotion application which is through campaign go green (eat, plant, contribute). The aim of the promotion is to get the profit and give education to society.