Monalisa, Mira (2025) Strategi Komunikasi Pemasaran Kayumas Healthy Café Melalui Media Sosial Instagram. S1 thesis, Universitas Mercu Buana - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
44321110037-Mira Monalisa-01 Cover - MIRA MONALISA.pdf Download (1MB) |
|
Text (BAB I)
44321110037-Mira Monalisa-02 Bab 1 - MIRA MONALISA.pdf Restricted to Registered users only Download (400kB) |
|
Text (BAB II)
44321110037-Mira Monalisa-03 Bab 2 - MIRA MONALISA.pdf Restricted to Registered users only Download (369kB) |
|
Text (BAB III)
44321110037-Mira Monalisa-04 Bab 3 - MIRA MONALISA.pdf Restricted to Registered users only Download (277kB) |
|
Text (BAB IV)
44321110037-Mira Monalisa-05 Bab 4 - MIRA MONALISA.pdf Restricted to Registered users only Download (1MB) |
|
Text (BAB V)
44321110037-Mira Monalisa-06 Bab 5 - MIRA MONALISA.pdf Restricted to Registered users only Download (264kB) |
|
Text (DAFTAR PUSTAKA)
44321110037-Mira Monalisa-08 Daftar Pustaka - MIRA MONALISA.pdf Restricted to Registered users only Download (195kB) |
|
Text (LAMPIRAN)
44321110037-Mira Monalisa-09 Lampiran - MIRA MONALISA.pdf Restricted to Registered users only Download (753kB) |
Abstract
Penelitian ini membahas strategi komunikasi pemasaran pada akun Instagram @kayumas healthy cafe dalam membangun loyalitas pelanggan dan memperluas jangkauan audiens. Latar belakang penelitian ini didasari oleh meningkatnya penggunaan media sosial dalam aktivitas promosi, terutama dalam industri makanan dan minuman sehat. Instagram dipilih karena memiliki fitur-fitur yang beragam dan memungkinkan komunikasi dua arah antara pelaku usaha dan konsumen. Kajian teori dalam penelitian ini mencakup konsep komunikasi pemasaran, strategi komunikasi pemasaran, media sosial, bauran pemasaran (4P), serta peran Instagram dalam pemasaran digital. Penelitian ini juga menelaah penelitian-penelitian terdahulu untuk memperkuat kerangka konseptual dan sebagai pijakan dalam menganalisis temuan di lapangan. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan paradigma konstruktivis. Teknik pengumpulan data dilakukan melalui observasi, wawancara dan dokumentasi. Analisis data menggunakan model Miles dan Huberman (Qualitative Data Analysis:2014) yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Keabsahan data diperoleh melalui triangulasi sumber dan teknik verifikasi silang. Hasil penelitian menunjukkan bahwa @kayumas heakby cafe secara konsisten mengimplementasikan strategi komunikasi pemasaran yang selaras dengan konsep bauran pemasaran 4P, serta penggunaan fitur Instagram seperti Story, Reels, dan Feed dimanfaatkan untuk menyampaikan nilai merek, memperkenalkan menu sehat, dan menjaga interaksi aktif dengan audiens. Strategi ini responsif terhadap kebutuhan konsumen dan tren gaya hidup schat. Kesimpulannya, Instagram efektif dipakai sebagai media utama dalam strategi komunikasi pemasaran, khususnya dalam membangun kedekatan emosional dengan konsumen, memperkuat identitas merek, dan meningkatkan visibilitas bisnis. Perencanaan konten yang konsisten menjadi faktor kunci dalam keberhasilan komunikasi pemasaran digital yang dilakukan oleh Kayumas Healthy Cafe. This research discusses marketing communication strategies on the Instagram account @kayumas_healthy cafe in building customer loyalty and expanding audience reach. The background of this reseach is based on the increasing use of social media in promotional activities, especially in the healthy food and beverage industry. Instagram was chosen because it offers a variety of features and allows two-way communication between business actors and consumers The theoretical review in this research covers the concepts of marketing communication, marketing communication strategy, social media, marketing mix (4P), as well as the role of Instagram in digital marketing. This study also examines previous research to strengthen the conceptual framework and as a basis for analyzing field findings. The research method uses a descriptive qualitative approach with a constructivist paradigm. Data collection techniques are carried out through observation, interviews and documentation. Data analysis uses the Miles and Huberman model (Qualitative Data Analysis: 2014) which includes data reduction, data display, and conclusion drawing. Data validity is obtained through source triangulation and cross-verification techniques. The results of the study show that @kayumas_healthy_cafe consistently implements a marketing communication strategy that is in line with the 4P marketing mix concept, and the use of Instagram features such as Story, Reels, and Feed are utilized to convey brand values, introduce healthy menus, and maintain active interaction with the audience. This strategy is responsive to consumer needs and healthy lifestyle trends. In conclusion, Instagram is effectively used as the main media in marketing communication strategies, especially in building emotional closeness with consumers, strengthening brand identity, and increasing business visibility. Consistent content planning is a key factor or the success of digital marketing communications carried out by Kayumas Healthy Cafe.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321110037 |
| Uncontrolled Keywords: | strategi komunikasi pemasaran, Instagram, media sosial, bauran pemasaran. marketing communication strategy, Instagram, social media, marketing mix. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | OKTAFIYANI AZ ZAHRO |
| Date Deposited: | 27 May 2025 03:21 |
| Last Modified: | 27 May 2025 03:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95647 |
Actions (login required)
 |
View Item |
