Analisis Strategi Pemasaran Terintegrasi Alta Coffee Toraja di Lembang Sesesalu, Kabupaten Tana Toraja

Lembon, Rosmianti (2024) Analisis Strategi Pemasaran Terintegrasi Alta Coffee Toraja di Lembang Sesesalu, Kabupaten Tana Toraja. Scholar thesis, Institut Agama Kristen Negeri Toraja.

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Abstract

ROSMIANTI LEMBON (3020207489) Tahun 2024 Prodi Kepemimpinan Kristen, menyusun skripsi dengan judul “Analisis Strategi Pemasaran Terintegrasi Alta coffee Toraja di Lembang Sesesalu, Kabupaten Tana Toraja” dibawa bimbingan Andres Barata Yudha, Ph.D dan Anissa Citra Paonganan, M.Pd. Latar belakang penelitian ini yaitu pentingnya strategi pemasaran terintegrasi dalam menghadapi persaingan kopi. Tujuan penelitian ini yaitu untuk menganalisis strategi pemasaran terintegrasi yang diterapkan oleh Alta Coffee Toraja di Lembang Sesesalu, Kabupaten Tana Toraja. Penelitian ini menggunakan teori Philip Kotler tentang strategi pemasaran (Product, Price, Place, Promotion) dan juga konsep pemasaran terintegrasi. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan deskriptif meliputi observasi, wawancara dengan pemilik usaha dan konsumen, serta analisis data yang diperoleh di lapangan. Berdasarkan hasil penelitian, Alta coffee Toraja berhasil menerapkan strategi pemasaran terintegrasi dengan menggunakan pendekatan online dan ofline. Produk, kualitas yang digunakan yaitu kopi Robusta tunggal khas Toraja, harga menunjukkan nilai tambah bagi produk, distribusi lokasi dan platform digital yang direncanakan, dan promosi aktif melalui pemanfaatan media sosial dan partisipasi dalam acara budaya lokal. Kata kuci : Strategi Pemasaran, Pemasaran Terintegrasi ABSTRACT ROSMIANTI LEMBON (3020207489) In 2024 the Christian Leadership Study Program, prepared a thesis with the title "Analysis of the Integrated Marketing Strategy of Alta coffee Toraja in Lembang Sesesalu, Tana Toraja Regency" under the guidance of Andres Barata Yudha, Ph.D and Anissa Citra Paonganan, M.Pd. The background to this research is the importance of integrated marketing strategies in facing coffee competition. The aim of this research is to analyze the integrated marketing strategy implemented by Alta Coffee Toraja in Lembang Sesesalu, Tana Toraja Regency. This research uses Philip Kotler's theory about marketing strategy (Product, Price, Place, Promotion) and also the concept of integrated marketing. The research method used is qualitative with a descriptive approach including observation, interviews with business owners and consumers, as well as analysis of data obtained in the field. Based on the research results, Alta Coffee Toraja has succeeded in implementing an integrated marketing strategy using online and offline approaches. The product, the quality used is typical Toraja single Robusta coffee, the price shows added value to the product, planned distribution of locations and digital platforms, and active promotion through the use of social media and participation in local cultural events. Keywords: Marketing Strategy, Integrated Marketing.

Item Type: Thesis (Scholar)
Subjects: H Social Sciences > HF Commerce
Depositing User: am andarias manting
Date Deposited: 26 Mar 2025 05:38
Last Modified: 26 Mar 2025 07:51
URI: http://digilib-iakntoraja.ac.id/id/eprint/4554

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