DOI of the published article https://doi.org/10.12928/commicast.v6i3.15107
Marketing Communication Strategies of Cafe Tutur Rasa in Supporting the Existence of Individuals with Hearing Impairments
Upaya Komunikasi Pemasaran Cafe Tutur Rasa Dalam Mendukung Eksistensi Disabilitas Penyandang Tunarungu
DOI:
https://doi.org/10.21070/ups.10738Keywords:
cafe tutur rasa, mega marketing mix, DeafAbstract
Cafe Tutur Rasa is a social initiative by Midtown Hotels Indonesia aimed at supporting people with disabilities, particularly the deaf community. This study analyzes the café’s marketing communication strategies in strengthening brand existence and promoting social inclusion. Using a descriptive qualitative approach, data were collected through observation, in-depth interviews, and documentation. The findings show that Cafe Tutur Rasa applies the Mega Marketing Mix strategy. In terms of product, it offers distinctive coffee and varied menus across outlets. Pricing remains affordable despite its central Surabaya location. The café is strategically placed for accessibility, while promotion is conducted through influencer collaborations, digital campaigns, and hotel guest programs. The power element is reflected in employing deaf baristas, supported institutionally by the hotel. Public relations activities include inclusive events to raise awareness. Overall, this strategy effectively enhances brand positioning and promotes inclusivity, offering both theoretical and practical contributions for inclusive business practices in Indonesia.
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