Perilaku Pembelian Berulang pada Resonance and Eternity (RETER) Coffee: Stakeholder Engagement Analysis

Authors

  • Salsabila Fadilah Azahra Program Studi Hubungan Masyarakat, Universitas Pembangunan Nasional Veteran Yogyakarta
  • Virginia Ayu Sagita Program Studi Hubungan Masyarakat, Universitas Pembangunan Nasional Veteran Yogyakarta
  • Muhammad Edy Susilo Program Studi Hubungan Masyarakat, Universitas Pembangunan Nasional Veteran

DOI:

https://doi.org/10.31315/paradigma.v27i2.10403

Keywords:

Pemangku Kepentingan, Kopi, Yogyakarta

Abstract

Kedai kopi saat ini menjadi bisnis yang berkembang pesat di kota Yogyakarta, bersaing untuk mendapatkan perhatian konsumen, terutama di kalangan mahasiswa. Di saat persaingan di pasar kedai kopi semakin ketat, Resonance and Eternity (RETER) Coffee berusaha untuk mempertahankan loyalitas konsumen dengan menjalin berbagai ikatan pemangku kepentingan untuk merangsang pembelian berulang di kalangan mahasiswa Yogyakarta. Tujuan dari penelitian ini adalah untuk mengetahui peran Stakeholder Engagement RETER Coffee dalam meningkatkan perilaku pembelian ulang di kalangan mahasiswa Yogyakarta. Penelitian ini bersifat deskriptif-kualitatif, dengan pengumpulan data melalui wawancara dan observasi serta triangulasi data digunakan untuk menilai keabsahan data yang diperoleh. Menurut temuan studi tersebut, RETER Coffee benar-benar fokus untuk menyenangkan konsumen guna mendorong perilaku pembelian berulang dengan menciptakan kedai kopi ramah siswa yang terbuka untuk berbagai macam kolaborasi dan kerja sama. Kedai kopi ini memprioritaskan pemangku kepentingan dalam mengambil keputusan melalui jenis hubungan berupa kerjasama atau pemberdayaan yang melibatkan pemangku kepentingan tersebut dalam setiap keputusannya.

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Published

2023-07-31

How to Cite

Azahra, S. F., Sagita, V. A., & Susilo, M. E. (2023). Perilaku Pembelian Berulang pada Resonance and Eternity (RETER) Coffee: Stakeholder Engagement Analysis. Paradigma: Jurnal Masalah Sosial, Politik, Dan Kebijakan, 27(2), 365–383. https://doi.org/10.31315/paradigma.v27i2.10403

Issue

Vol. 27 No. 2 (2023): July 2023

Section

Public Relations

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