PENERAPAN INTEGRATED MARKETING COMMUNICATION (IMC) PADA COFFEESHOP (Studi Terhadap Integrated Marketing Communication Pada coffeeshop Muraco HQ Kota Malang)

This study examines how Muraco HQ, a coffee shop in Malang City, has implemented Integrated Marketing Communication (IMC) strategies to attract customers. IMC is a strategic approach that integrates and coordinates various communication channels to deliver a clear, consistent, and convincing message to the target audience.
The research used a qualitative descriptive approach, with data collected through observation, interviews, and documentation. The data was then analyzed using data reduction, data presentation, and conclusion drawing.
The findings show that Muraco HQ has utilized various IMC elements, including advertising, public relations, personal selling, direct marketing, and internet marketing, to promote its products and services. The integration of these communication channels has helped Muraco HQ effectively reach and engage its target audience, leading to increased sales and brand awareness.
The study highlights the importance of strategic planning, consistent brand messaging, and the effective use of various communication channels in implementing IMC. The results can serve as a reference for other coffee shops in developing and implementing their own IMC strategies to enhance their competitiveness in the market.