<mets:mets OBJID="eprint_32517" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-08-01T11:01:54Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32517_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>STRATEGI KOMUNIKASI PEMASARAN ENGLISH CAFÉ&#13;
DALAM MEMBANGUN CITRA MEREK DI KALANGAN&#13;
CALON PESERTA</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Muhammad Irfan</mods:namePart><mods:namePart type="family">Al Aqsha</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Industri pendidikan non-formal, khususnya kursus bahasa asing, menghadapi&#13;
persaingan yang ketat dan tantangan fluktuasi minat peserta yang dinamis. English&#13;
Cafe hadir dengan konsep diferensiasi yang unik, namun tetap memerlukan strategi&#13;
komunikasi yang efektif untuk mempertahankan posisinya di benak konsumen.&#13;
Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran terpadu&#13;
yang diterapkan English Cafe serta bagaimana strategi tersebut membentuk citra&#13;
merek (brand image) di kalangan peserta dan calon peserta. Penelitian ini&#13;
menggunakan metode kualitatif dengan pendekatan deskriptif. Pengumpulan data&#13;
dilakukan melalui wawancara mendalam dengan pihak manajemen, pengajar&#13;
(Chef), dan peserta, serta didukung oleh observasi partisipatif dan dokumentasi.&#13;
Kerangka teoretis yang digunakan adalah Bauran Pemasaran Jasa (7P Marketing&#13;
Mix) dan teori Dimensi Citra Merek (Fungsional, Simbolik, dan Emosional). Hasil&#13;
penelitian menunjukkan bahwa English Cafe menerapkan strategi komunikasi&#13;
pemasaran yang terintegrasi dalam elemen 7P untuk mendestruksi kesan kaku&#13;
pendidikan formal. Strategi utama terletak pada manipulasi elemen Place (suasana&#13;
kafe) dan People (peran "Chef" yang egaliter) untuk menciptakan lingkungan&#13;
belajar yang santai. Strategi ini berhasil membentuk citra merek yang multidimensi:&#13;
(1) Citra Fungsional sebagai solusi pragmatis mengatasi kebekuan berbicara; (2)&#13;
Citra Simbolik sebagai merek gaya hidup yang relevan dengan generasi muda; dan&#13;
(3) Citra Emosional yang menawarkan rasa kekeluargaan dan keamanan psikologis.&#13;
Penelitian ini menyimpulkan bahwa pendekatan experiential marketing yang&#13;
diterapkan English Cafe efektif dalam meruntuhkan kecemasan berbahasa asing&#13;
(Foreign Language Anxiety), mengubah persepsi belajar menjadi gaya hidup, dan&#13;
membangun loyalitas konsumen.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-01-26</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32517"><mets:rightsMD ID="rights_eprint_32517_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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