Strategi Komukasi Pemasaran Pada Starbucks Card di Starbucks Resinda Park Mall

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“Strategi Komukasi Pemasaran Pada Starbucks Card  di Starbucks Resinda Park Mall”. Program studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Singaperbangsa Karawang.Penelitian ini membahas tentang strategi komunikasi pemasaran Starbucks Card  yang ada di sebuah  kedai kopi yaitu Starbucks Coffee. Dalam artikel ini membahas  bagaimana Starbucks  Resinda Park Mall memasarkan Starbucks Card. Penelitian ini bertujuan untuk  mengetahui strategi komunikasi yang digunakan Starbucks Resinda Park Mall dalam  memasarkan Starbucks Card. Tempat penelitian yang digunakan peneliti yaitu Starbucks Resinda Park Mall. Penelitian ini mengambil subjek penelitian yaitu pimpinan toko, pegawai, dan pelanggan yang ada di Starbucks Resinda Park Mall. Pengumpulan data pada penelitian menggunakan wawancara mendalam dan observasi non partisipan, studi kepustakaan.Pada strategi komunikasinya Starbucks Resinda Park Mall telah melakukan yang terbaik dan memasarkan Starbucks Cardnya. Penelitian ini menggunakan Teori Intergrated Marketing Communication (IMC) yang didalamnya terdapat komponen-komponen yakni personal selling, periklanan, dan point of purchase communication. Metode penelitian yang digunakan yaitu metode penelitian kualitatif  dengan pendekatan deskriftif kualitatif yang bertujuan untuk lebih menjelaskan  atau mendeskripsikan bagaiman Starbucks Resinda Park Mall memasarkan Starbucks Card terhadap pelanggan. Hasil penelitian ini yakni Personal selling, Periklanan, dan  Point of purchase communication.

Kata Kunci: Personal selling, Periklanan, dan  Point of purchase communication

Abstract

               "Marketing Communication Strategy on Starbucks Card at Starbucks Resinda Park Mall". Communication Studies study program, Faculty of Social and Political Sciences, Singaperbangsa University Karawang. This study discusses the Starbucks Card marketing communication strategy in a coffee shop, namely Starbucks Coffee. In this article, we discuss how Starbucks Resinda Park Mall markets the Starbucks Card. This study aims to determine the communication strategy used by Starbucks Resinda Park Mall in marketing the Starbucks Card. The research place used by researchers is Starbucks Resinda Park Mall. This study took the subject of research, namely store leaders, employees, and customers at Starbucks Resinda Park Mall. Collecting data in this study using in-depth interviews and non-participant observation, literature study. In its communication strategy, Starbucks Resinda Park Mall has done its best and marketed its Starbucks Card. This study uses the theory of Integrated Marketing Communication (IMC) in which there are components, namely personal selling, advertising, and point of purchase communication. The research method used is a qualitative research method with a qualitative descriptive approach which aims to better explain or describe how Starbucks Resinda Park Mall markets Starbucks Card to customers. The results of this study are Personal selling, Advertising, and Point of purchase communication.

Keywords: Personal selling, Advertising, and Point of purchase communication