PEMANFAATAN INSTAGRAM SEBAGAI MEDIA PROMOSI COFFE SHOP SOJA HOUSE DALAM MENINGKATKAN BRAND AWARENESS DAN PENJUALAN DI MASA PANDEMI

AZIZAH, AISYAH (2022) PEMANFAATAN INSTAGRAM SEBAGAI MEDIA PROMOSI COFFE SHOP SOJA HOUSE DALAM MENINGKATKAN BRAND AWARENESS DAN PENJUALAN DI MASA PANDEMI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of the coffee shop business in recent years has greatly increased, but at this time the COVID-19 pandemic has made business actors compete to survive because not many coffee shops have closed due to the impact of the pandemic. Therefore, Soja House does marketing by utilizing Instagram social media as a promotional medium and increasing brand awareness to make sales during the pandemic. In this study, researchers focused on social media Instagram used by Soja House in conducting marketing communications during the pandemic in order to increase Brand Awareness and Sales during the pandemic. By utilizing the tools on Instagram, Soja House is trying to maximize online media marketing during the Covid-19 pandemic. Researchers use case study research methods and several theories to support the research. The theoretical basis used by the researcher is marketing communication theory, social media marketing theory, Instagram theory. The paradigm used in this study is the constructivist paradigm, using qualitative research methods with a qualitative descriptive approach. Data collection techniques in this research consist of primary and secondary data. Data collection was done by interview, observation and previous research. This study concludes that the use of Instagram as a promotional medium in increasing brand awareness and sales during the pandemic can help business continuity through content and approach interactions with visitors and followers through Instagram social media. Keywords: Marketing Communication, Brand Awareness, Social Media Marketing, Instagram. Perkembangan usaha coffee shop beberapa tahun terakhir sangat meningkat, namun pada saat ini pandemi COVID-19 membuat para pelaku usaha berlomba-lomba untuk terus bertahan karena tidak banyak coffee shop yang menjadi tutup karena dampak dari pandemi. Maka dari itu Soja House melalukukan pemasaran dengan cara memanfaatkan media sosial Instagram sebagai media promosi dan meningkatkan brand awareness untuk melakukan penjualan di masa pandemi. Dalam penelitian ini, peneliti focus pada social media Instagram yang digunakan oleh Soja House dalam melakukan komunikasi pemasaran dimasa pandemic guna untuk meningkatkan Brand Awareness dan Penjualan dimasa pandemi. Dengam memanfaatkan tools-tools yang ada di Instagram Soja House berusaha untuk memaksimalkan pemasaran secara media online di masa pandemic Covid-19. Peneliti menggunakan metode penelitian Studi Kasus dan beberapa teori untuk mendukung dalam penelitian. Landasan teori yang digunakan oleh peneliti adalah teori komunikasi pemasaran, teori social media marketing, teori Instagram, teori brand awareness. Paradigma yang digunakan dalam penelitian ini adalah paradigma konstruktivis, menggunakan metode penelitian kualitatif dengan pendekatan deskriptif kualitiatif. Teknik pengumpulan data dalam peneltian ini terdiri dari data primer dan sekunder. Pengambilan data dilakukan dengan wawancara, observasi dan penelitian terdahulu. Penelitian ini berhasil menyimpulkan pemanfaatan Instagram sebagai media promosi dalam meningkatkan brand awareness dan penjualan di masa pandemi dapat membantu keberlangsungan usaha melalui konten dan interaksi pendekatan dengan pengunjung dan followers melalui social media instagram. Kata kunci : Komunikasi Pemasaran, Brand Awareness, Social Media Marketing, Instagram.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 22 063
NIM/NIDN Creators: 44318010005
Uncontrolled Keywords: Komunikasi Pemasaran, Brand Awareness, Social Media Marketing, Instagram.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.3 Bibliographies by Specific Forms/Bibliografi dan Katalog dengan Bentuk Khusus
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ELMO ALHAFIIDH PUTRATAMA
Date Deposited: 24 Oct 2022 02:19
Last Modified: 26 Oct 2022 06:07
URI: http://repository.mercubuana.ac.id/id/eprint/70807

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