Analisis Strategi Event Marketing "Melawai Morning Essential" Kopi Kelana Dalam Upaya Meningkatkan Loyalitas Konsumen

Arsyad, Fachryan Aulya (2024) Analisis Strategi Event Marketing "Melawai Morning Essential" Kopi Kelana Dalam Upaya Meningkatkan Loyalitas Konsumen. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Event Marketing has become an essential strategy for attracting a wide range of consumers. This study aims to analyze the influence of Event Marketing strategies on consumer loyalty at Kopi Kelana. Kopi Kelana, known for its campervan-based coffee shop concept and Event Marketing collaboration with the car community called "Melawai Morning Essential," has created a unique experience for its customers. The study uses a qualitative method with a case study approach. Data was collected through direct observation, in-depth interviews with Kopi Kelana management, loyal customers, and car community members involved in the event. The study results show that Event Marketing strategies involving the community, coupled with effective communication and personalized experiences, successfully increase consumer loyalty. Word of mouth, has been a key factor in promoting and strengthening Kopi Kelana's brand image. Additionally, consistent product quality and service have been the main drivers for consumers to return and recommend Kopi Kelana to others. However, this study has some limitations, including time constraints and the scope of the community being studied. Therefore, it is recommended that future research expand the scope of subjects and use a quantitative approach to obtain more structured data. For the industry, it is essential to create unique experiences for consumers and utilize Word of Mouth strategies as an effective promotional tool.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Event Marketing, Consumer Loyalty, Kelana Coffee, Word of Mouth
Subjects:	Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Fachryan Aulya Arsyad
Date Deposited:	02 Sep 2024 09:40
Last Modified:	02 Sep 2024 09:40
URI:	https://repository.bakrie.ac.id/id/eprint/10361

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