Crackingchambers Coffee Shop Marketing Communication Strategy Analysis

Abstract

Busness development, especially in the culinary field, is increasing every year. business people are competing to attract people's attention that  their business can grow rapidly, one of which is the crackingchambers coffee shop. The risa new cafes that have sprung up makes crackingchambers to create marketing communication strategy to retain consumers. The purpose of study was to determine marketing communication strategy of crackingchambers in attracting buying interest in people of sidoarjo. This study uses descriptive qualitative research methods using interview and observations by analyzing qualitative data, namely data reduction, data presentation and conclusion drawing. the result of study show that crackingchambers use marketing communication strategies including participating in event (personal selling), "Ladies Day" (sales promotion), conveying information through Instagram, Grab, and Gojek service platform (publicity), establishing communication using DM on Instagram and following seminar (public relations) so crackingchambers are able to survive in coffee business competition in Sidoarjo