PINDRIANI, HELEN (2022) AKTIVITAS KOMUNIKASI CABANG BARU STREET BOBA CABANG BANJAR WIJAYA TANGERANG DI INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS SELAMA MASA PANDEMI COVID-19 TAHUN 2020-2021. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Street Boba merupakan perusahaan F&B yang memiliki cabang cukup banyak di Indonesia yang menjual produk minuman dan makanan. Saat ini banyak perusahaan, pedagang, maupun brand yang menggunakan media sosial khususnya Instagram sebagai platform untuk memasarkan produk mereka. Pandemi covid-19 Street Boba membuka Cabang baru yaitu cabang Banjar Wijaya Tangerang. Mereka memanfaatkan media sosial khususnya Instagram dalam mengkomunikasikan cabang baru untuk membangun brand awareness dan mendapatkan respon positif dari konsumen. Oleh karena itu, peneliti ingin mengetahui bagaimana aktivitas komunikasi cabang Baru Street Boba cabang Banjar Wijaya Tangerang di Instagram dalam membangun brand awareness selama masa pandemi covid-19 tahun 2020-2021. Metode yang digunakan dalam penelitian ini menggunakan metode deskriptif kualitatif dan paradigma post-positivisme. Data primer penelitian didapatkan melalui wawancara mendalam dengan pihak internal Street Boba cabang Banjar Wijaya Tangerang. Sedangkan, data sekunder melalui observasi Instagram serta dokumentasi. Aktifitas Komunikasi melalui Instagram pada Street Boba cabang Banjar Wijaya Tangerang dalam melakukan perencanaan, pelaksanaan dan evaluasi. Proses perencanaan yang dilakukan adalah berkolaborasi dengan influencer dan memilih Jovi Adhiguna sebagai brand ambassador. Lalu proses pelaksanannya dilakukan dengan memberikan informasi berupa konten dan promo. Kemudian proses evaluasi yang telah dilakukan didapatkan bahwa followers Street Boba, dimana views yang didapat sebesar 74,5K dan total likes sebanyak 32.737. Kata Kunci: Komunikasi, cabang baru, Instagram, brand awareness. Street Boba is a F&B company that has quite a few branches in Indonesia that sells beverage and food products. Currently, many companies, traders, and brands are using social media, especially Instagram as a platform to market their products. The Covid-19 pandemic Street Boba opened a new branch, namely the Banjar Wijaya Tangerang branch. They use social media, especially Instagram, to communicate new branches to build brand awareness and get a positive response from consumers. Therefore, researchers want to know how the communication activities of the Baru Street Boba branch of the Banjar Wijaya Tangerang branch on Instagram in building brand awareness during the 2020-2021 covid-19 pandemic. The method used in this research is descriptive qualitative method and post-positivism paradigm. The primary data of the research was obtained through in-depth interviews with the internal parties of Street Boba, Banjar Wijaya Tangerang branch. Meanwhile, secondary data is through Instagram observation and documentation. Communication activities through Instagram at Street Boba Banjar Wijaya Tangerang branch in planning, implementing and evaluating. The planning process carried out is collaborating with influencers and choosing Jovi Adhiguna as the brand ambassador. Then the implementation process is carried out by providing information in the form of content and promos. Then the evaluation process that has been carried out is found that the followers of Street Boba, where the views obtained are 74.5K and the total likes are 32,737. Keywords: Communication, new branch, Instagram, brand awareness
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44218110013 |
| Uncontrolled Keywords: | Komunikasi, cabang baru, Instagram, brand awareness. Communication, new branch, Instagram, brand awareness. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 22 Aug 2022 03:32 |
| Last Modified: | 22 Aug 2022 03:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/68169 |
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