STRATEGI KOMUNIKASI PEMASARAN (PROMOTION MIX) KONTAINER CAFE UMM

Malang is one of the cities that has quite rapid growth in cafes. Chairman of Apkrindo Malang, Indra Setiyadi said that in 2019 it is estimated that the number of coffee places for hanging out or cafes in Malang will reach thousands. Setiyadi also said that the target market for cafes in Malang is students. Malang has 57 universities with a total number of students around 300 thousand people. Seeing this phenomenon and the opportunity, some of cafes in Malang were established or built within the scope of the campus. One of that is the Kontainer cafe UMM, which was built in the campus area.
The purpose of the research is to determine the marketing communication strategy for Kontainer cafe UMM. Researchers used qualitative descriptive methods. By selecting informants using purposive sampling techniques, three Kontainer café employees were obtained. The results of the interviews from the three informants became primary data, which was then analyzed and adapted, whether using a push marketing strategy or pull marketing strategy.
The research results found that Kontainer cafe has implemented a push and pull strategy in the marketing communications. The two of that, pull marketing strategy is most often used. Social media is a form of promotion in a pull marketing strategy which has an important role because other forms of marketing communication can be done through by social media. Organizing events which are starting to be regularly held by Kontainer cafe has a big opportunity in the future cafe’s marketing communication strategy.