ORLANDO, BERNAD (2023) PERANCANGAN FOTOGRAFI DENGAN GAYA COFFEETOGRAPHY SEBAGAI MEDIA PROMOSI INSTAGRAM UNTUK COFFEE SHOP, MANGOPI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The coffee shop or coffee shop business is growing now. Almost every city, every region has a coffee shop from the lower middle class to the upper middle class. Now businesses engaged in the coffee shop sector have begun to appear with various offers as a strategy to attract potential customers. One of the experienced businesses in the cafe sector is Mangopi Coffee Shop. Mangopi was just established on March 20, 2021, located in Witana Harja, South Tangerang, with target consumers ranging from teenagers to adults. Mapping the author's Concept Maturity through 3 strategies including the Communication Strategy, Design Strategy and Visual Strategy. Communication strategy through the AIDA method (Attention > Interest > Desire > Action) which begins by attracting the attention of visitors and photography lovers through content or features on Instagram @mangopi.coffee. From research on the content design of the Instagram account @mangopi.coffee, it can be concluded that knowledge of a platform used for media promotion and marketing is important. Where at this time Instagram is no longer a social media for various photos and videos, but has become one of the promotional and marketing media that has a considerable effect on business actors. Keywords : Coffee, Marketing Media, Photography, Coffetography Usaha coffee shop atau kedai kopi kini semakin berkembang. Hampir setiap kota, setiap daerah terdapat coffee shop dari kelas menengah ke bawah hingga kelas menengah ke atas. Kini usaha yang bergerak di bidang coffee shop pun mulai banyak bermunculan dengan berbagai penawaran sebagai strategi untuk menarik para calon konsumen. Salah satu usaha yang berpengalaman di bidang kafe adalah Mangopi Coffee Shop. Mangopi baru berdiri sejak 20 Maret 2021 terletak di Witana Harja Tangerang Selatan memiliki target konsumen mulai dari kalangan remaja hingga orang dewasa. Pemetaan Kematangan Konsep penulis bagi melalui 3 strategi diantaranya yaitu Strategi Komunikasi, Strategi Perancangan serta Strategi Visual. Strategi Komunikasi melalui metode AIDA (Attention > Interest > Desire > Action) yang dimulai dengan menarik perhatian para pengunjung dan pecinta fotografi melalui konten atau fitur-fitur yang ada pada instagram @mangopi.coffee. Dari penelitian desain konten akun Instagram @mangopi.coffee dapat disimpulkan pengetahuan akan sebuah platform yang digunakan untuk media promosi maupun pemasaran merupakan hal yang penting. Dimana saat ini Instagram bukan lagi sebagai sebuah social media untuk berbagai foto dan video, namun telah menjadi salah satu media promosi dan pemasaran yang memberikan efek yang cukup besar bagi para pelaku usaha. Kata Kunci : Kopi, Media Promosi, Fotografi, Coffetography
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