STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PANGSA PASAR PENGGEMAR FILM (Studi Deskriptif Kualitatif pada Ruang Bersama Moviebox)

Ruang Bersama Moviebox as one of the business places to watch movie in Yogyakarta, requires a marketing communication strategy to increase market share and convey messages to its market target. The management has a goal that Ruang Bersama Moviebox is not only known as a place to watch but also as a place to gather with friends and family, a place to play games, and drink coffee. The goals makes the management developed marketing communication strategies. The aim of this research is to identify and describe the marketing communication strategy by Kotler and Smith to increase market share and convey messages to its market target. The method used in this research is qualitative to search empirical data. Data obtained from observations, interviews with managers and the Marcomm & PR department, and documentation. This leads to the conclusion that the marketing communication strategies in the process of increasing market share and convey messages to its market targe, the Ruang Bersama Moviebox is by optimizing the use of social media platforms, especially Instagram, and utilizing external stakeholder relationships