Hospitality sebagai Strategi Komunikasi Pemasaran pada Mixue Kuanino Kupang dalam Meningkatkan Minat Beli Konsumen

KOTA, Caecilia Cindy D. Gati (2025) Hospitality sebagai Strategi Komunikasi Pemasaran pada Mixue Kuanino Kupang dalam Meningkatkan Minat Beli Konsumen. Undergraduate thesis, Universitas Katolik Widya Mandira.

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Abstract

This study aims to determine how the implementation of hospitality as a marketing communication strategy at Mixue Kuanino Kupang increases consumer purchasing interest. The research method used was descriptive qualitative, with data collection techniques through observation, interviews, and documentation. The results indicate that the implementation of hospitality, manifested through friendly employee attitudes, polite and personal communication, speed of service, and attention to customer needs, can create comfort and a positive experience for customers. This has a significant impact on increasing consumer purchasing interest, both in the form of repeat purchases and recommendations to others. Hospitality is an effective marketing communication strategy for building good relationships between companies and consumers and increasing purchasing interest. Therefore, it is recommended that Mixue Kuanino Kupang maintain and improve the quality of hospitality through ongoing service communication training, thereby fostering customer loyalty and a competitive advantage amidst business competition.

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