ANALISIS STRATEGI KOMUNIKASI PEMASARAN SADJOE CAFÉ & RESTO UNTUK MENARIK KUNJUNGAN PELANGGAN PADA AKHIR PEKAN Studi kasus: Promosi Event Live Music melalui Instagram @sadjoerestoandcafe

Rosalia, Jane Petrisia (2026) ANALISIS STRATEGI KOMUNIKASI PEMASARAN SADJOE CAFÉ & RESTO UNTUK MENARIK KUNJUNGAN PELANGGAN PADA AKHIR PEKAN Studi kasus: Promosi Event Live Music melalui Instagram @sadjoerestoandcafe. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Penelitian ini menganalisis implementasi strategi komunikasi pemasaran Sadjoe Café & Resto dalam mengatasi ketimpangan jumlah pengunjung antara hari kerja dan akhir pekan melalui optimalisasi promosi luring dan media sosial. Menggunakan pendekatan studi kasus kualitatif deskriptif, pengumpulan data dilakukan melalui wawancara mendalam dengan pihak manajemen, konsumen lintas generasi, dan ahli bisnis kuliner, serta diperkuat observasi dan dokumentasi. Hasil penelitian menunjukkan bahwa promosi luring yang dikombinasikan dengan media sosial bertumpu pada program live music sebagai daya tarik fisik (pull factor) utama. Taktik ini diharapkan memperpanjang durasi singgah pengunjung sekaligus menyelaraskan ekspektasi antara segmen Generasi Z dan pelanggan loyal. Strategi tersebut didukung oleh fleksibilitas manajemen operasional. Secara keseluruhan, perpaduan stimulus digital dan eksekusi luring ini diharapkan mengonversi minat audiens menjadi kunjungan nyata yang mendongkrak tingkat okupansi serta pendapatan kafe pada akhir pekan. This research analyzes the implementation of Sadjoe Café & Resto's marketing communication strategies to address the disparity in visitor numbers between weekdays and weekends through the optimization of offline and social media promotions. Employing a descriptive qualitative case study approach, data was collected through in-depth interviews with management, cross-generational consumers, and culinary business experts, corroborated by observation and documentation. The results indicate that offline promotions combined with social media heavily rely on live music programs as the primary physical attraction (pull factor). This tactic aims to extend visitors' length of stay while aligning the expectations of the Generation Z segment and loyal customers. The strategy is further supported by the flexibility of operational management. Overall, the integration of digital stimuli and offline execution is expected to convert audience interest into actual visits, thereby boosting the café's occupancy rates and revenue during the weekends.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Kata Kunci: Industri F&B, Live Music, Promosi, Strategi Komunikasi Pemasaran Keywords: F&B Industry, Live Music, Promotion, Marketing Communication Strategy
Subjects:	Communication Science Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Jane Petrisia Rosalia
Date Deposited:	22 Sep 2026 04:47
Last Modified:	22 Sep 2026 04:47
URI:	https://repository.bakrie.ac.id/id/eprint/15066

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