Mutaqin, Muhammad Amal (2025) STRATEGI PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN DIGITAL PADA COFFEE SHOP NGOPI DI CIKANDE. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Communication is an essential human need, which today is greatly supported by advances in information technology, especially social media such as Instagram. This study discusses the strategy of utilizing Instagram as a digital marketing communication medium at the coffee shop Ngopi Di Cikande. This coffee shop is a favorite in the Cikande district due to its unique concept, affordable prices, and attractive promotions supported by an actively managed Instagram account with 7,878 followers. The research method used is descriptive qualitative through observation and interviews to obtain in-depth data on the implemented digital marketing strategies. The results show that using Instagram is very effective in increasing sales and attracting visitors, especially among the youth. Wellstructured social media management and engaging visual content are key to the success of digital marketing at Ngopi Di Cikande. This study provides an important overview of the role of social media as a marketing communication tool in the digital era for coffee business actors.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini membahas strategi pemanfaatan Instagram sebagai media komunikasi pemasaran digital pada coffee shop Ngopi Di Cikande. Coffee shop ini menjadi favorit di Kecamatan Cikande karena konsep unik, harga terjangkau, dan promosi menarik yang didukung oleh pengelolaan akun Instagram aktif dengan 7.878 pengikut. Metode penelitian yang digunakan adalah kualitatif deskriptif melalui observasi dan wawancara untuk mendapatkan data mendalam mengenai strategi pemasaran digital yang diterapkan. Hasil penelitian menunjukkan bahwa penggunaan Instagram sangat efektif dalam meningkatkan penjualan dan daya tarik pengunjung, terutama kalangan muda. Pengelolaan media sosial yang terstruktur dan konten visual yang menarik menjadi kunci keberhasilan pemasaran digital di Ngopi Di Cikande. | ||||||
| Uncontrolled Keywords: | Social Media, Digital Marketing, Coffee Shop Media Sosial, Pemasaran Digital, dan Coffee Shop | ||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| 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: | Mr Muhammad Amal Mutaqin | ||||||
| Date Deposited: | 19 Nov 2025 07:23 | ||||||
| Last Modified: | 19 Nov 2025 07:23 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56197 |
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