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Strategi Komunikasi Konsep “Bayar Seikhlasnya” di Kafe X

Authors

  • Rheza Erwin Ismail Public Relation, Universitas Islam Bandung
  • Tresna Wiwitan Universitas Islam Bandung

DOI:

https://doi.org/10.29313/jrpr.vi.879

Keywords:

Perencanaan, Pelaksanaan, Strategi Komunikasi

Abstract

Abstract. Competition in the business world, especially in the culinary field, is currently experiencing an increasing level of competition, namely a condition that includes price and quality factors. Economic growth is experienced by many big cities in Indonesia, one of which is Bandung. This study aims 1) to analyze the communication strategy planning of the concept of "Pay in Grace" in the X Cafe Bandung, 2) to analyze the implementation of the communication strategy of the "Pay in Grace" concept in the X Café Bandung, and 3) to analyze the evaluation of the communication strategy concept of "Pay in Grace "at X Cafe Bandung. The method used in this research is descriptive method using a quantitative approach. The object in this study was X Cafe Bandung and the subjects in this study were owner of X Cafe Bandung, 1 communication strategist, and 2 consumers from X Cafe. Bandung. Data collection techniques used in this study were interviews, observation, and literature study. The results of this study are the communication strategy of the concept of "Bayar Seikhlasnya" which is carried out by Kafe X has been going well because it follows the initial planning, implementation, and evaluation.

Abstrak. Persaingan dunia bisnis terutama di bidang kuliner pada saat ini mengalami tingkat persaingan yang meningkat, yaitu suatu kondisi mencakup faktor harga dan kualitas. Pertumbuhan perekonomian dialami banyak kota besar di Indonesia, salah satunya adalah Kota Bandung. Penelitian ini bertujuan 1) untuk menganalisis perencanaan strategi komunikasi konsep “Bayar Seikhlasnya” di Kafe X Bandung, 2) untuk menganalisis pelaksanaan strategi komunikasi konsep “Bayar Seikhlasnya” di Kafe X Bandung, dan 3) untuk menganalisis evaluasi strategi komunikasi konsep “Bayar Seikhlasnya” di Kafe X Bandung. Metode yang digunakan dalam penelitian ini adalah metode deskriptif dengan menggunakan pendekatan kuantitatif. Objek dalam penelitian ini adalah Kafe X Bandung dan subjek dalam penelitian ini, yaitu 1 orang owner Kafe X Bandung, 1 orang pakar strategi komunikasi, dan 2 orang konsumen dari Kafe X Bandung. Teknik pengumpulan data yang digunakan pada penelitian ini adalah wawancana, observasi, dan studi literatur. Hasil dari penelitian ini adalah strategi komunikasi konsep “Bayar Seikhlasnya” yang dilakukan oleh Kafe X sudah berjalan dengan baik karena mengikuti perencanaan awal, pelaksanaan, dan evaluasi.

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Published

2022-07-05