PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE FOOD & BEVERAGE 11/12 ROOFTOP BAR SEMARANG SEBAGAI PROGRAM MANAGER

Abstract

The food and beverage industry in Semarang faces tight competition, causing
fluctuating revenue at 11/12 Rooftop Bar due to sub-optimal promotional strategies. This
study aims to implement an Integrated Marketing Communication (IMC) program focusing
on event marketing and sales promotion to increase revenue. By combining elements like
social media marketing, public relations, and advertising, various programs such as Korokke
Halloween Night, Sunset Rooftop Yoga, and targeted discounts were executed. The results
indicate that these integrated activities successfully increased visitor numbers and revenue
during the program period. The study concludes that an IMC strategy based on event
marketing and sales promotion effectively improves business performance and increases F&B
revenue.