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STRATEGI KOMUNIKASI PEMASARAN MINI CAFE MELALUI KAMPANYE GO GREEN (EAT, PLANT, CONTRIBUTE) (Studi Pada Tim Pemasaran Mini Cafe Icepot Malang)

Rohmah, Nur (2018) STRATEGI KOMUNIKASI PEMASARAN MINI CAFE MELALUI KAMPANYE GO GREEN (EAT, PLANT, CONTRIBUTE) (Studi Pada Tim Pemasaran Mini Cafe Icepot Malang). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

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.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201110040311210
Keywords: Strategy, Communication, Marketing Communication, Social Marketing
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: CKO Repository
Date Deposited: 29 Nov 2018 10:50
Last Modified: 29 Nov 2018 10:50
URI : http://eprints.umm.ac.id/id/eprint/41169

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