{
      "date_type": "published",
      "thesis_type": "bachelor",
      "keywords": "Komunikasi Pemasaran, Bauran Pemasaran 7P, Citra Merek,\r\nPendidikan Non-Formal, Experiential Marketing, English Cafe, Marketing Communication, 7P Marketing Mix, Brand Image,\r\nNon-Formal Education.",
      "uri": "http:\/\/eprints.amikom.ac.id\/id\/eprint\/32517",
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      "department": "Fakultas Ekonomi & Sosial",
      "date": "2026-01-26",
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      "corp_creators": [
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      "institution": "Universitas AMIKOM Yogyakarta",
      "abstract": "Industri pendidikan non-formal, khususnya kursus bahasa asing, menghadapi\r\npersaingan yang ketat dan tantangan fluktuasi minat peserta yang dinamis. English\r\nCafe hadir dengan konsep diferensiasi yang unik, namun tetap memerlukan strategi\r\nkomunikasi yang efektif untuk mempertahankan posisinya di benak konsumen.\r\nPenelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran terpadu\r\nyang diterapkan English Cafe serta bagaimana strategi tersebut membentuk citra\r\nmerek (brand image) di kalangan peserta dan calon peserta. Penelitian ini\r\nmenggunakan metode kualitatif dengan pendekatan deskriptif. Pengumpulan data\r\ndilakukan melalui wawancara mendalam dengan pihak manajemen, pengajar\r\n(Chef), dan peserta, serta didukung oleh observasi partisipatif dan dokumentasi.\r\nKerangka teoretis yang digunakan adalah Bauran Pemasaran Jasa (7P Marketing\r\nMix) dan teori Dimensi Citra Merek (Fungsional, Simbolik, dan Emosional). Hasil\r\npenelitian menunjukkan bahwa English Cafe menerapkan strategi komunikasi\r\npemasaran yang terintegrasi dalam elemen 7P untuk mendestruksi kesan kaku\r\npendidikan formal. Strategi utama terletak pada manipulasi elemen Place (suasana\r\nkafe) dan People (peran \"Chef\" yang egaliter) untuk menciptakan lingkungan\r\nbelajar yang santai. Strategi ini berhasil membentuk citra merek yang multidimensi:\r\n(1) Citra Fungsional sebagai solusi pragmatis mengatasi kebekuan berbicara; (2)\r\nCitra Simbolik sebagai merek gaya hidup yang relevan dengan generasi muda; dan\r\n(3) Citra Emosional yang menawarkan rasa kekeluargaan dan keamanan psikologis.\r\nPenelitian ini menyimpulkan bahwa pendekatan experiential marketing yang\r\nditerapkan English Cafe efektif dalam meruntuhkan kecemasan berbahasa asing\r\n(Foreign Language Anxiety), mengubah persepsi belajar menjadi gaya hidup, dan\r\nmembangun loyalitas konsumen.",
      "metadata_visibility": "show",
      "title": "STRATEGI KOMUNIKASI PEMASARAN ENGLISH CAFÉ\r\nDALAM MEMBANGUN CITRA MEREK DI KALANGAN\r\nCALON PESERTA",
      "dir": "disk0\/00\/03\/25\/17",
      "creators": [
        {
          "nim": "21.96.2662",
          "name": {
            "lineage": null,
            "given": "Muhammad Irfan",
            "family": "Al Aqsha",
            "honourific": null
          }
        }
      ],
      "subjects": [
        "300.300.302"
      ],
      "thesis_name": "skripsi",
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        {
          "name": {
            "given": "Sheila Lestari Giza",
            "lineage": null,
            "family": "Pudrianisa",
            "honourific": null
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