INTEGRATED MARKETING COMMUNICATION PREFERENCES COFFEE SHOP IN SURABAYA
DOI:
https://doi.org/10.9744/scriptura.12.2.113-122Keywords:
Coffee Business, Lifestyle, Integrated Marketing Communication, PreferencesAbstract
In modern era, technological developments affect people's lifestyles, especially in consumption behaviour which switched to be a consumptive one, we can barely see drinking coffee which now becoming a lifestyle. “coffee shop” comes up as a new coffee shop in Surabaya in November 2018. Some innovations in Integrated Marketing Communication activities or known as IMC have been carried out by companies. Ever since the company stood they did IMC activities, covering advertising, public relations, sales promotion, sponsorship, and digital marketing. This research aims to find out the consumer preferences of some of the IMC activities and it’s most effective aspect for the company. This research is a quantitative descriptive study by conducting surveys from 96 people as a sample. The respondents were coffee shop consumers who had bought more than once and were aware of the IMC activities by coffee shop. The survey results were processed by weighting which obtained the coffee shop consumer preference sequence regarding IMC activities that had been carried out. The results of this study indicate consumer preferences in the form of using Instagram as a digital media in first place, sponsorship at the Indie Kopi event in second place, use of the Ladies Day banner as a print advertising medium in third place, Riding activities with the Surabaya motorcycle community in fourth place, and the presence of discounted prices (Ladies Day, Univ Day, Valentine Day) took fifth place.
References
Anggraeni, N., Siswoyo, M., & Nurfalah, F. (2014). Strategi Public Relations Dalam Mendukung Pemasaran Pembangkit Listrik Nasional . Jurnal ASPIKOM.
Asra, A., & Prasetyo, A. (2015). Pengambilan Sampel Dalam Penelitian Survei. Jakarta: PT Raja Grafindo Persada.
Bobby, B. (2015). Pengaruh Brand Trust Dan Brand Affect Terhadap Brand Loyalty Coffee Toffee Klampis Surabaya. Jurnal Ilmiah Mahasiswa Universitas Surabaya, 4(2).
Chitty, B., Luck, E., Barker, N., Valos, M., & Shimp, A. (2012). Integrated Marketing Communica-tions. South Melbourne: National Library of Australia Cataloguing.
Databoks.katadata.co.id. (2018, Juli 31). Indonesia masuk daftar negara konsumsi kopi terbesar dunia. Retrieved 2019, from Databoks. Kata-data.co.id: https://databoks.katadata.co.id/datapublish/2018/12/12/indonesia-masuk-daftar-negara-konsumsi-kopi-terbesar-dunia
Erinda, A., Kumadji, S., & Sunarti. (2016). Analisis Faktor-Faktor Preferensi Pelanggan Dan Pengaruhnya Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, Vol. 3, No. 1, 87-95.
Indika, D. R., & Cindy, J. (2017). Media Sosial Instagram Sebagai Sarana Promosi Untuk Meningkatkan Minat Beli Konsumen. Jurnal Bisnis Terapan, 1.
Khusna, G. K., & Oktafani, F. (2017). Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Dunkin' Donuts Bandung. Jurnal Ekonomi, Bisnis & Entrepreneurship, Vol. 11, No. 1, 27-36.
Kotler, P., & Amstrong, G. (2012). Principles of Marketing. Edinburgh Gate: Pearson Educated Limited.
Kotler, P., & Keller, K. L. (2013). Marketing Management. Edinburg Gate: Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Edinburg Gate: Pearson Education Limited.
Luthfa, N., & Kartika. (2018, 6 26). 4 Alasan Peluang Bisnis Coffee Shop Sangat Menjanjikan Keuntungan
Besar. Retrieved from Jurnal.id: https://www.jurnal. id/id/blog/2018-meraup-untung-besar-melalui-peluang-bisnis-kopi/
Morrisan. (2015). Periklanan Komunikasi Pemasaran Terpadu. Kencana.
Nasution, S. L. (2019). Pengaruh Citra Perusahaan, Pelayanan, dan Produk Terhadap Keputusan Pembelian Konsumen Pada Master Cash & Credit Kota Pinang. Jurnal Ecobisma, Vol 6 No.1 , 60-69.
Olyvia, F. (2017, 10 1). Menyusuri Tren Kopi, dari yang Instan hingga Seduh Sendiri. Retrieved from cnnindonesia.com: https://www.cnnindo-nesia.com/gaya-hidup/20171001063631-262-245335/menyusuri-tren-kopi-dari-yang-instan-hingga-seduh-sendiri
Perindustrian, K. (2017). Peluang Usaha IKM Kopi. Kementrian Perindustrian Republik Indonesia.
Prabela, C. V., Kumadji, S., & Mawardi, M. K. (2016). Pengaruh Intregrated Marketing Communication dan Public Relations Terhadap Citra Merk dan Keputusan Pembelian. Jurnal Admi¬nistrasi Bisnis, Vo.35 No.2, 155-163.
Prisgunanto, I. (2018). Implementasi Promosi Bauran KomunikasiI Pemasaran Kartu Kredit Di Indonesia. Jurnal Komunikasi dan Media Vol. 2 No.2, 106-124. Priyatno, D. (2014). Pengolahan Data Terpraktis. Yogyakarta: Andi.
Shimp, T. A. (2014). Integrated Marketing Communication in Advertising and Promotion, 8th ed. Jakarta: Penerbit Salemba Empat.
Silalahi, U. (2015). Metode Penelitian Sosial Kuan-titatif. Bandung: PT Refika Aditama.
Solikatun, Kartono, D. T., & Demartoto, A. (2015). Perilaku Konsumsi Kopi Sebagai Budaya Masyarakat Konsumsi. Jurnal Analisa Sosiologi, 60-74.
Sugiono, Putro, W. w., & Sari, S. I. (2018). Ergonomi untuk Pemula. Malang: Universitas Brawijaya Press. Sujarweni, V. W. (2015). SPSS UNTUK PENELITIAN . Yogyakarta: Penerbit Pustaka Baru Press.
Supriadi, B., & Roedjinandari, N. (2017). Perencanaan dan Pengembangan estinasi Pariwisata. Malang: Universitas Negeri Malang.
Umara, R. (2017, 9 29). Ledakan Bisnis Warung Kopi di Surabaya. Retrieved from CNNIndonesia.com: https://www.cnnindonesia.com/tv/20170930000805-412-245147/ledakan-bisnis-warung-kopi-di-surabaya.
Wenats, A. E., Yusuf, K., Syarief, L. K., Widjanarko, P., Sudarmanti, R., Suraya, et al. (2010). Integrated Marketing Communication. Jakarta: PT. Gramedia Pustaka Utama.
Widarti, P. (2019, 10 1). Pertumbuhan Kafe Berbasis Kopi Jatim Mencapai 18 Persen Setahun. Retrieved from Bisnis.com: https://surabaya.bisnis.com/read/20191001/531/1154444/pertumbuhan-kafe-berbasis-kopi-jatim-mencapai-18-persen-setahun
Winarno, E. (2015). Statistik dan Analisinya dengan Exce. Jakarta: Elex Media Komputindo.
Wono, H. Y. (2018). Preferensi Mahasiswa Terhadap Marketing Communication Mix. Jurnal Komunikasi Prefesional , 62-75.
Yusuf, A. M. (2017). Metode Penelitian: Kuantitatif, Kualitatif, Dan Penelitian Gabungan. Jakarta: PT fajar Interprat.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Hilda Yunita Wono, Ria Agustania Kartikasari, Hadassah Elisha Karsten, Felita Purnomo, Fikri Alvhirino
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in the SCRIPTURA Jurnal Ilmiah agree to the following terms:
Authors retain unrestricted copyright and full publishing rights. The authors grant the Publisher the right of first publication, with the work simultaneously licensed under the terms and conditions of the Creative Commons Attribution License (CC BY) that allows for unlimited use, distribution, and content reproduction on all media as long as the original author and source are properly acknowledged and cited.
