Aktivitas Bauran Komunikasi Pemasaran dan Persepsi Konsumen Terhadap Kedai Kopi Juita

Abstract

Marketing communication mix is a selectively selected sales communication function, which is implemented and used as sales support in Juita coffee shops. This research is descriptive with a qualitative approach. The data sources of this research are Juita Coffee Shop owners, Juita Coffee Shop baristas and consumers. Data collection was done by observation and interviews. The results of this study indicate that through product strategies, prices, promotions and places are very important for Juita Coffee Shops in increasing marketing communication mix activities and the location of Juita Coffee Shops is very strategic with this distribution greatly influencing sales activities. The marketing communication mix is very influential on buyer decisions and buyer satisfaction and also the role of promotion is very important in the introduction of the products being sold and the Juita Coffee Shop itself so that it can increase sales and can find new potential buyers. Juita Coffee Shop provides a strategic place and accepts input from consumers, making it easier for customers to get information about Juita coffee shops.