PERSEPSI KONSUMEN ONKEL JOHNS COFFEE TERHADAP EVENT KARAOKE NIGHT “TAYLOR SWIFT SECTION”

Ramadhan, Rachmat Putra (2024) PERSEPSI KONSUMEN ONKEL JOHNS COFFEE TERHADAP EVENT KARAOKE NIGHT “TAYLOR SWIFT SECTION”. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Karaoke night event "Taylor Swift Section" is an event organized by Onkel Johns Coffee in collaboration with Jakartasoiree as a platform for consumers, especially Swifties, to express themselves. The presence of this event is an opportunity for Onkel Johns Coffee to expand its market, considering that musician Taylor Swift is very popular among the current generation. This event aims to provide a place where Swifties can experience a karaoke night, which was previously only available in nightclubs, but now they can do it in a coffee shop. This study aims to understand how Onkel Johns Coffee's consumers perceive the "Taylor Swift Section" karaoke night event. In this study, the author uses a descriptive qualitative method, so the conclusion drawn from this research is that consumers perceive this event as one that satisfies their desires, they consider this event to be very new and different, and the impact on Onkel Johns Coffee itself is that this event can create a unique image and identity in the eyes of consumers.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Consumer Perception, Karaoke event, Onkel Johns Coffee brand identity
Subjects:	Communication Science Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Rachmat Putra Ramadhan
Date Deposited:	11 Sep 2024 03:18
Last Modified:	11 Sep 2024 03:18
URI:	https://repository.bakrie.ac.id/id/eprint/10689

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