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

Abstract

The food and beverage (F&B) industry in Semarang is marked by intense competition,
resulting in fluctuating revenue at 11/12 Rooftop Bar due to promotional strategies that are
not yet fully effective. This study aims to implement an Integrated Marketing Communication
(IMC) program with a focus on event marketing and sales promotion to improve revenue
performance. By integrating elements such as social media marketing, public relations, and
advertising, several programs including themed events and promotional offers were carried
out. The results show that these integrated activities were able to attract more visitors and
contribute to increased revenue during the program period. This study concludes that an IMC
strategy based on event marketing and sales promotion can effectively enhance business
performance, especially in improving F&B revenue.