STRATEGI KOMUNIKASI PEMASARAN DALAM MENARIK MINAT PENGUNJUNG DI KAFE BAWAH LANGIT

Cafe bawah langit is a company engaged in the field of food and beverages in a special area of Yogyakarta. Cafe bawah langit was opened for the first time during the pandemic when many cafe businesses were out of business (closed), therefore the problem formulation in this research was how the marketing communication strategy was carried out by the Under the Sky Cafe in attracting visitor interest. The practice model applied in increasing consumers from under the sky cafes is Marketing Mix 4P, namely product strategy, price strategy, place strategy, and promotion strategy by Kotler and Armstrong. This study used qualitative research methods. The results of the study are Cafe bawah langit in increasing visitors has implemented 4 (four) elements of the marketing mix in carrying out its marketing strategy. The product strategy undertaken by Cafe bawah langit is to pay attention to the target market. The pricing strategy adopted by the Bawah Langit cafe is to provide a discount, while also providing a promotional price during the grand opening. Café bawah langit also promoted through online media (social media) during the pandemic and implemented collaboration with the Yogyakarta music community to hold live music events