INTEGRATED MARKETING COMMUNICATION PREFERENCES COFFEE SHOP IN SURABAYA

IF 0.1 0 RELIGION
Hilda Yunita Wono, Ria Agustania Kartikasari, Hadassah Elisha Karsten, Felita Purnomo, Fikri Alvhirino
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引用次数: 1

Abstract

In modern era, technological developments affect people's lifestyles, especially in consumption behaviour which switched to be a consumptive one, we can barely see drinking coffee which now becoming a lifestyle. “coffee shop” comes up as a new coffee shop in Surabaya in November 2018. Some innovations in Integrated Marketing Communication activities or known as IMC have been carried out by companies. Ever since the company stood they did IMC activities, covering advertising, public relations, sales promotion, sponsorship, and digital marketing. This research aims to find out the consumer preferences of some of the IMC activities and it’s most effective aspect for the company. This research is a quantitative descriptive study by conducting surveys from 96 people as a sample. The respondents were coffee shop consumers who had bought more than once and were aware of the IMC activities by coffee shop. The survey results were processed by weighting which obtained the coffee shop consumer preference sequence regarding IMC activities that had been carried out. The results of this study indicate consumer preferences in the form of using Instagram as a digital media in first place, sponsorship at the Indie Kopi event in second place, use of the Ladies Day banner as a print advertising medium in third place, Riding activities with the Surabaya motorcycle community in fourth place, and the presence of discounted prices (Ladies Day, Univ Day, Valentine Day) took fifth place.
整合营销传播偏好泗水咖啡店
在现代,科技的发展影响着人们的生活方式,尤其是消费行为转变为消费行为,我们几乎看不到喝咖啡已经成为一种生活方式。2018年11月,泗水的一家新咖啡店“coffee shop”出现了。企业在整合营销传播活动中进行了一些创新,或称为IMC。自公司成立以来,他们一直从事整合营销活动,包括广告、公关、促销、赞助和数字营销。本研究的目的是找出消费者对一些IMC活动的偏好,以及它对公司最有效的方面。本研究是以96人为样本进行调查的定量描述性研究。调查对象为多次购买过咖啡的咖啡店消费者,并且了解咖啡店的IMC活动。调查结果经过加权处理,得到了咖啡店消费者对已开展的IMC活动的偏好序列。这项研究的结果表明,消费者的偏好以使用Instagram作为数字媒体的形式排在第一位,在Indie Kopi活动中获得赞助排在第二位,使用女士节横幅作为平面广告媒介排在第三位,与泗水摩托车社区的骑行活动排在第四位,打折价格(女士节,大学节,情人节)排在第五位。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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自引率
50.00%
发文量
4
审稿时长
10 weeks
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