Febrianto, Muhammad (2023) KOMUNIKASI PEMASARAN COFFEE SHOP @LEBJARCOFFEE MELALUI MEDIA SOSIAL INSTAGRAM. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The most visible business progress currently developing is in the culinary field, one of which is a coffee shop or coffee shop. With so many coffee shops or coffee shops in Indonesia, one of which is in the city of Serang, of course, it creates increasingly fierce trade competition and makes each seller have to be creative in offering his wares with different marketing communication. The purpose of this study is to determine the marketing communication for Coffee Shop Lebjarcoffee through Instagram social media. This study uses the concept of The Circular Model Of SOME founded by Regina Luttrell. This study uses a qualitative approach using the case study method and data collection techniques through observation, interviews, and documentation. The results of this study are the marketing communication carried out by the Lebjarcoffee coffee shop using Instagram social media because Instagram social media users are increasing, especially the Indonesian people. so it is very effective for carrying out marketing or promotional activities through Instagram social media. Lebjarcoffee's target audience is from all walks of life, but it is more focused on young people than adults. Lebjarcoffee provides information regarding operating hours, address, and cellphone number via bio and highlights features. Before uploading content on social media Instagram coffee shop Lebjarcoffee has a plan and several stages including vibes/atmosphere, food and drink menu, and promos, as well as having the right time to upload. Media monitoring carried out by the Lebjarcoffee coffee shop uses the insight feature. To build engagement with consumers or followers, the Lebjarcoffee coffee shop maximizes the service section both online and offline creating content on Instagram social media, and several small events held by the Lebjarcoffee coffee shop.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Kemajuan bisnis yang paling terlihat berkembang saat ini adalah bidang kuliner, salah satunya kedai kopi atau coffee shop. Dengan banyaknya kedai kopi atau coffee shop yang ada di Indonesia, salah satunya di kota serang, tentu saja menciptakan persaingan dagang yang semakin ketat, dan membuat setiap penjual harus kreatif dalam menawarkan daganganya dengan komunikasi pemasaran yang berbeda-beda. Tujuan dari penelitian ini untuk mengetahui komunikasi pemasaran Coffee Shop Lebjarcoffee melalui media Sosial Instagram. Penelitian ini menggunakan konsep The Circular Model Of SOME yang didirikan oleh Regina Luttrell. Penelitian ini menggunakan pendekatan kualitatif dengan menggunakan metode studi kasus dan teknik pengumpulan data dengan observasi, wawancara, dan dokumentasi. Hasil dari penelitian ini adalah komunikasi pemasaran yang dilakukan coffee shop Lebjarcoffee menggunakan media sosial Instagram, karena pengguna media sosial Instagram semakin meningkat, khususnya masyarakat Indonesia. sehingga sangat efektif untuk melakukan kegiatan pemasaran atau promosi melalui media sosial Instagram. Target audiens Lebjarcoffee adalah semua kalangan masuk, namun lebih fokus ke anak muda sampai dewasa. Lebjarcoffee memberikan informasi mengenai jam operasional, alamat, dan nomer handphone melalui bio dan fitur highlight/sorotan. Sebelum mengupload konten di media sosial instagram coffee shop Lebjarcoffee memiliki perencanaan dan beberapa tahapan diantaranya vibes/suasana, menu makanan minuman, dan promo-promo, serta memilik waktu yang tepat untuk mengupload. Media monitoring yang dilakukan coffee shop Lebjarcoffee menggunakan fitur insight. Untuk membangun keterlibatan dengan konsumen atau followers, coffee shop Lebjarcoffee memaksimalkan dibagian pelayanan baik secara online atau offline membuat konten di media sosial instagram, dan beberapa event kecil yang diadakan oleh coffee shop Lebjarcoffee. | |||||||||
| Uncontrolled Keywords: | Marketing Communication, Social Media, Instagram, SOME Model Komunikasi Pemasaran, Media sosial, Instagram, Model SOME Keywords: Marketing Communication, Social Media, Instagram, SOME Model | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Muhammad Febrianto | |||||||||
| Date Deposited: | 24 Jul 2023 10:23 | |||||||||
| Last Modified: | 25 Jul 2023 09:30 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27109 |
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