PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE FOOD & BEVERAGE 11/12 ROOFTOP BAR SEMARANG SEBAGAI ACCOUNT EXECUTIVE DAN PUBLIC RELATIONS

Abstract

The food and beverage (F&B) industry in Semarang is highly competitive, causing
fluctuating revenue at 11/12 Rooftop Bar ARTOTEL Semarang that has not reached the
expected target. This study aims to design and implement an Integrated Marketing
Communication (IMC) program from October 2025 to January 2026 to increase Food &
Beverages revenue through event marketing (Korokke Halloween Night, After Track, Sunset
Rooftop Yoga) and sales promotion (Buy 1 Get 1 Gin & Tonic, Promo KTM 10%). The results
show that this strategy successfully increased visitor numbers and transactions, resulting in a
revenue increase of 7.26%, exceeding the target of 7.02%.