Kegiatan Komunikasi Memuaskan Pelanggan Studi Kualitatif pada Kafe Bestfriend Karawang

Abstract

Along with the increasing number of caffe openings in Indonesia, caffe no longer only function as a place to eat and drink, caffe has changed its function to become a lifestyle that its opening is getting more vibrant.One of the is the Cafe Bestfriend is  one of the newcomers in the culinary world of Karawang. The purpose of this study is explaining the communication strategy that is done by Cafe Bestfriend Karawang in increasing customer satisfaction. The theory in this research used Marketing Mix theory. This research method uses descriptive qualitative method by describing the communication strategy carried out by Café Bestfriend Karawang by conducting in-depth interviews and observations of managers and buyers as informants, which are deemed necessary for researchers and master when conducting research. The research results show that the marketing mix is one the keys to the success of the culinary business in Café Bestfriend.