Program Komunikasi Repositioning dan Retargeting Café Converso Sebagai Café Family Di Semarang Sebagai Data Executive dan Stakeholder Relations

Abstract

The growth of the café industry in the Tembalang area of Semarang, with many businesses targeting similar market segments, has led to increasingly fierce competition—particularly among the youth segment. Café Converso experienced a decline in sales due to unclear brand positioning and lack of strong differentiation. To address this, a repositioning and retargeting strategy was implemented using the IMC Mix and AIDA model. The program utilized five main tools: advertising, special events, sales promotions, direct marketing, and social media marketing. The results showed improvements in awareness, interest, and action in the form of purchases. This strategy proved effective in strengthening Converso’s image as a family café and enhancing competitiveness in a homogeneous market.