Strategi Komunikasi Pemasaran Sowan Kopi di Tengah Pandemi

Abstract

The coffee business is mushrooming in Surabaya. The phenomenon of the coffee world is increasing, especially for competing to become one of the most popular coffee places. Based on a place to eat or just a place to hang out, one of the causes of the coffee business is Sowan Kopi which is still surviving through the pandemic period with various changes in government policies. Adjustment and strategic planning are needed by small business entrepreneurs like Sowan Kopi. One of the things that can be done besides coffee to survive is to eat promotions through Instagram accounts or other social media. The purpose of this study is to explain and find out what marketing communication strategies are implemented and coffee to survive the pandemic with various government policies. The research method used in this research is descriptive qualitative with data collection through interviews, documentation and direct observation. The results of the study explain that Sowan Kopi uses marketing communication promotion mix, which consists of six elements: advertising, personal selling, sales promotion, publicity, direct marketing, interactive marketing. In addition, Sowan Kopi also collaborates with several brands and celebrities to hold events. In addition, Sowan Kopi also conducts marketing communications through Instagram.