Strategy of Marketing Communication of The "Minum Kopi' Shop with Cooperative Based

Abstract

This study aims to marketing communication strategy of the "Minum Kopi (Miko) " Shop of Medan with cooperative based and to analyze its supporting and inhibiting factors. The qualitative study with the case shldy research design uses the purposive sampling technique to determine 10 sample sizes. consisting offour primary informants alld six supporting informants. The shldy results indicate that Miko's marketing communication strategy combines some strategies such as word-ol-mouth marketing. education about coffee and the welfare of coffee farmers. social media (1nstagram and Youtube). the personal sales of the brewers that build rappurt with the cunsumers and communicatiun. spunsor marketing and communication at the point of purchase take into account of the marketing communication strategies. as addition the healthy product and affordable price. The engaging welfare of coffee farmers campaign. the affordable coffee price due to the cooperative system. a vast word-ol-mouth marketing network. optimal brewers personal selling due to store belonging. and media coverage are all found to be supporting factors of Miko's marketing communication. Meanwhile. the difficulties in uniting the cooperative members' thoughts of and educating consumers about coffee alldfarmers serve as the inhibiting factors.