Strategi Komunikasi Pemasaran Kafe “Masalalu” dalam Menarik Minat Pelanggan

Abstract

The rise of the cafe business now makes every cafe must have a strategy, including Masalalu Cafe. One of the strategies used as the main key is a well-conceptualized marketing communication. This study aims to determine the marketing communication strategy applied by Masalalu Cafe in attracting customer interest. By using a qualitative descriptive method, researchers describe the conditions that exist in the Masalalu Cafe and collect data by interviews, observations, and documentation according to the research subject and using the marketing strategy concept (Segmentation, Targeting, Positioning) and promotion mix in this study which certainly has a big role. Masalalu Cafe also applies and undergoes each concept very effectively, well, precisely, and routinely so that it can produce good results, which is to attract customers' interests. The marketing communication strategy of Masalalu Cafe is already good, which does not rule out the possibility to be able to develop or create a more new and innovative strategy seeing that the business in the food & beverage field has expanded, which means that there are also many other competitors in this field.