Innovative Marketing Communication Strategies in Language Education: A Case Study of English Cafe Jogja

Angga Fahmi Saputra, Mufid Salim

Abstract


This study dig dive into the dynamic marketing communication strategies employed by English Cafe Jogja, an innovative language education institution in Indonesia. As English proficiency becomes increasingly vital globally, the study examines the dual-pronged approach of English Cafe, integrating both offline and online methods. Through a comprehensive analysis of the marketing promotion mix, encompassing the 7Ps, the research sheds light on the intricacies of advertising, sales promotion, public relations, direct marketing, personal selling, interactive marketing, and word-of-mouth communication. Supporting factors, including technological advancements and strategic collaborations, contribute to the institution's success, while inhibiting factors such as human resource challenges, pose obstacles. The study serves as a valuable case study, offering insights into effective marketing communication strategies for language education institutions.

Full Text:

PDF

References


Anggito, A. & Setiawan, J. (2018). Metodologi penelitian kualitatif. Jawa Barat: CV Jejak (Jejak Publisher). https://books.google.co.id/books?id=59V8DwAAQBAJ

Alimin, E., Eddy, Diana, A., Agusfianto, N. P., Octavia, Y. F., Mulyaningsih, T., Satriawan, Siti, Y., Yusuf, M., Irwansyah, R., Moonti, A., Sudarni, A. A. C., Endrawati, B. F., Suhadaliyah, Armiani, Andayani, S. U., & Tabun, M. A. (2022). Manajemen Pemasaran (Kajian Pengantar di Era Bisnis Modern) (A. Bairiski (Ed.)). Seval. https://doi.org/10.31237/osf.io/7td58

Annur, C. M. (2021). Inilah Bahasa Yang Paling Banyak Digunakan Di Dunia, Bagaimana Bahasa Indonesia. DataBoks. https://databoks.katadata.co.id/datapublish/2021/11/01/inilah-bahasa-yang-paling-banyak-dipakai-di-dunia-bagaimana-bahasa-indonesia

Aripin, Z. (2021). Marketing Management. Deepublish. https://books.google.co.id/books?id=Tzk1EAAAQBAJ

Atmoko, R. A., & Susilowati. (2021). Modul Pembelajaran Kewirausahaan Optimalisasi Digital Marketing. Universitas Brawijaya. https://books.google.co.id/books?id=VFhaEAAAQBAJ&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

Choiriyah, Z., & Lailatus Sa’adah, S. E. M. M. (2021). Penerapan Strategi Pemasaran di CV. Zam-Zam. Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas KH. A. Wahab Hasbullah. https://books.google.co.id/books?id=iC93EAAAQBAJ

EF.co.id (2021). https://www.ef.co.id/epi

Nigar Pandrianto, R. O. W. P. S. (2020). Digitalisasi dan Humanisme dalam Ekonomi Kreatif. Gramedia Pustaka Utama. https://books.google.co.id/books?id=TuUREAAAQBAJ

English Cafe Jogja. (2012). Englishcafejogja.Net. https://englishcafejogja.net/fasilitas-english-cafe-jogja/

Goma, N.S., Salim, M., Marta, R. F. (2022). Strategi Komunikasi Pemasaran Paguyuban Batik Tulis Giriloyo Menghadapi Pandemi Covid-19. Komunikasiana: Journal of Communication Studies 4 (1). http://dx.doi.org/10.24014/kjcs.v4i1.17963

Halim, F., Kurniullah, A. Z., Butarbutar, M., Efendi, Sudarso, A., Purba, B., Sisca, Lie, D., Simarmata, H. M. P., Permadi, L. A., & Novela, V. (2021). Managemen Pemasaran Jasa. Yayasan Kita Menulis.

Hasan, A. (2010). Marketing Dari Mulut Ke Mulut (MEDPRESS). https://www.google.co.id/books/edition/Marketing_dari_Mulut_ke_Mulut/BeLHEAAAQBAJ?hl=id&gbpv=0

I.P.I, K. (2020). Mengajar Bahasa Inggris Dengan Teknologi: Teori Dasar dan Ide Pengajaran. CV Budi Utama. https://books.google.co.id/books?id=ctjuDwAAQBAJ&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

Mamik. (2015). Metodologi Kualitatif. Zifatama Jawara. https://books.google.co.id/books?id=TP_ADwAAQBAJ

Haro, Masta,. & Anissa, J. (2021). Pengantar Ilmu Komunikasi Publisher. https://books.google.co.id/books?id=zehDEAAAQBAJ

Morrisan, M. A. (2015). Periklanan Komunikasi Pemasaran Terpadu. Kencana. https://books.google.co.id/books?id=U9xDDwAAQBAJ

Prasetyo, B. D., & Febriani, N. S. (2020). Strategi Branding: Teori dan Perspektif Komunikasi dalam Bisnis. Universitas Brawijaya Press. https://books.google.co.id/books?id=whoIEAAAQBAJ

Qomah, K. I. (2019). No Title. Harian Jogja. https://jogjapolitan.harianjogja.com/read/2019/12/13/511/1026992/english-cafe-pengajar-disebut-chef-modul-dibuat-seperti-buku-resep

Qomariyah, E. M I., & Febriyah, A.(2022). Pengukuran Tingkat Kepuasan Pelanggan. Penerbit Qiara Media. https://books.google.co.id/books?id=NT5ZEAAAQBAJ

Roikan, S. A., & Media, P. (2019). Pengantar Metode Penelitian Kualitatif. Prenada Media. https://books.google.co.id/books?id=qfCNDwAAQBAJ

Salim, M., Rosdian, E.D.S., Marta, R. F. (2022). Digital Marketing Communication to Increase CRSL Store Brand Awareness. Medium. 9(2). 242-262 https://doi.org/10.25299/medium.2021.vol9(2).8800

Sari, D. C., Effendy, F., Sudarso, A., Abdillah, L. A., Fadhillah, Y., Fajrillah, Setiawan, Y. B., Watrianthos, J. S. R., & Jamaludin. (2020). Perdagangan Elektronik Berjualan Di Internet.

Siyoto, S., & Sodik, M. A. (2015).Dasar Metodologi Penelitian. Literasi Media Publishing. https://books.google.co.id/books?id=QPhFDwAAQBAJ

Soebardhy, Samani, M., Ibrahim, M., Ispardjadi, Walujo, & Arif, A. (2020). Kapita Selekta Metodologi Penelitian (D. Fatihudin & L. Holisin (Eds.)). Qiara Media.

Sugiono. (2008). Metode penelitian pendidikan: (pendekatan kuantitatif, kualitatif dan R & D). Alfabeta. https://books.google.co.id/books?id=0xmCnQAACAAJ

Sulistyoningrum, Y. (2015). Kursus Bahasa Inggris: Saat Ini Tersedia 4.583 Tempat Belajar. Bisnis.Com. https://ekonomi.bisnis.com/read/20151106/12/489568/kursus-bahasa-inggris-saat-ini-tersedia-4.583-tempat-belajar

Wangsa, I. N. W., Rahanatha, G. B., Yasa, N. N. K., & Dana, I. M. (2022). Promosi Penjualan untuk Membangun Electronic Word Of The Mouth Dan Mendorong Pengambilan Keputusan Pembelian. Penerbit Lakeisha. /scholar?hl=id&as_sdt=0%2C5&q=i+nyoman+wangsa+Promosi+Penjualan+untuk+Membangun+Electronic+Word+Of+The+Mouth+Dan+Mendorong+Pengambilan+Keputusan+Pembelian&btnG=

Wardhana, A. (2022). Manajemen pemasaran (konsep pemasaran digital). Penerbit ITB Widya Gama Lumajang. http://repository.itbwigalumajang.ac.id/1626/

Zamzam, F. F. (2018). Aplikasi Metodologi Penelitian. CV Budi Utama. https://books.google.co.id/books?id=MQZaDwAAQBAJ&printsec=frontcover&hl=id#v=onepage&q&f=false




DOI: https://doi.org/10.12928/sylection.v3i1.14127

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Symposium of Literature, Culture, and Communication (SYLECTION) 2023



Contact person:

Ms. Divani +62 812 2531 1510
Mr. Resnery +62 852 7899 0181
Ms. Kamila Salsabela +62 813 2535 0809
Mrs. Tristanti +62 811 1773 473

Email:
sylection@fsbk.uad.ac.id

Instagram or TikTok: fsbk_uad

 

Symposium of Literature, Culture, and Communication (SYLECTION) is licensed under CC BY-SA 4.0