Perencanaan Komunikasi Pemasaran Starbucks Selama Covid-19: Studi Kasus Interaksi Simbolik Starbucks di Perumahan Citra Enam
نویسندگان
چکیده
Marketing communication is important especially in determining the success of a product. Starbucks that must be able to struggle midst COVID-19 pandemic attacks many economic sectors world set their marketing plans match initial targets. Although there are considerations planning COVID-19. image branch 6 establishes advance business objectives, strategy, tactics, rules, monitoring, and evaluation. In this research has very role. Determination right strategy also how they goals virus will have an effect on sales, course after carry out monitoring evaluation see what set. This uses qualitative methodology with case study method. Collecting data method by means in-depth interviews, documentation, archival records participant observation. research, interaction symbols such as regulations use language daily activities at Starbucks, sixth branch, co-19 pandemic.Komunikasi pemasaran merupakan hal yang penting terlebih dalam menentukan keberhasilan dari sebuah produk. harus dapat berjuang di tengah masa COVID- 19 menyerang banyak sektor perekonomian dunia menetapkan perencanaan Komunikasi mereka agar sesuai dengan target awal mereka. Walaupun pertimbangan ini.Starbucks cabang Citra dahulu Tujuan bisnis, Strategi,Taktis, Aturan, Monitoring, dan Evaluasi . Dalam penelitian ini memiliki peran sangat penting.Penentuan Strategi tepat juga bagaimana tujuan bisnis pandemi akan memberikan dampak ke penjualan mereka, tentu setelah itu melakukan evaluasi untuk melihat apa telah tetapkan. Penelitian menggunakan metodologi kualitatif metode studi kasus. Pengumpulan cara wawancara mendalam, dokumentasi, rekaman arsip observasi partisipan. terjadi adanya interaksi simbol-simbol seperti peraturan penggunaan bahasa kegiatan sehari-hari Enam covid-19 ini.
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ژورنال
عنوان ژورنال: Prologia
سال: 2021
ISSN: ['2598-0777']
DOI: https://doi.org/10.24912/pr.v5i1.8120