Studi kasus Aktivitas Komunikasi Pemasaran Berbasis Edukasi Kopi Jenis Single Origin Indonesia Oleh Klinik Kopi

Dian Indri Cahyani, Pulung Setiouci Perbawani

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT The rapid changes on the new wave marketing led to the birth of a new marketing communication approach. One of the approaches is education based approach. This approach aims to reduce the massiveness of advertisements to the consumers. Education based marketing communication not only focuses on the purposes of the sale and the marketing, but also has the values of the company as the basis. The messages carried in the education based marketing communication are informative and supportive, so it can increase consumers’ trust and build up a fine and long lasting relationship. Therefore, an instrument is badly needed to accomplish all the purposes above, also to make the company and the consumers holistically related. The instrument is a horizontal marketing communication. Horizontal marketing communication drives the company and the consumers to holistically related, whether it is online or offline. There are three steps in a horizontal marketing communication, they are mobile connect, experiential connect, and social connect. Finally, education based marketing communication is a deconstruction of a traditional marketing communication (legacy communication). There are several steps which are changed in the education based approach, especially the changes which aim to a horizontal relation, an inclusive relation, and social principal basis. This research is expected to be an agent of the principals above. Key words: new wave marketing, legacy marketing, education based marketing, horizontal marketing communication, mobile connect, experiential connect, social connect.

Kata Kunci : Komunikasi Pemasaran