PEMANFAATAN MEDIA SOSIAL TIKTOK UNTUK MEMBANGUN BRANDING COFFEE SHOP SUASANAKOPI SEBAGAI COMMUNITY DRIVEN COFFEE SHOP

ELPARHA, PRADIA NADA (2022) PEMANFAATAN MEDIA SOSIAL TIKTOK UNTUK MEMBANGUN BRANDING COFFEE SHOP SUASANAKOPI SEBAGAI COMMUNITY DRIVEN COFFEE SHOP. S1 thesis, Universitas Mercu Buana.

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Abstract

The development trend of coffee in Indonesia takes place quite rapidly for some time lately. One of the coffee shop be the current trend is Suasanakopi. Coffee shop Suasanakopi utilizing social media as one way to build branding that social media TikTok. For that this Research aims to know and explain how the coffee shop Suasanakopi utilizing social media TikTok to Build Branding as a community driven coffee shop. In the research using the concept of public relations, public relations in the activity of the branding, branding, and new media. This study used the paradigm of constructivism, with descriptive qualitative research methods. Data collection techniques using documentation and in-depth interviews to 7 informants including 2 key informants and 5 informants. The results of the research show that's Suasanakopi using Tiktok as look at the use of social media is becoming a trend. Content management TikTok in Suasanakopi namely the memes and point of you that be the pillar of the content TikTok @Suasanakopi. Coffee shop Suasanakopi utilize the use of social media tiktok in addition, because the application is the trend, the use of the algorithm for your page (page recommendations TikTok) mysterious or random, which can be seen in various regions and age make it one of the reasons Suasanakopi to expand the market-its. The benefits of the use of social media helps coffee shop Suasanakopi is more widely known. Keywords: Public Relations, Public relations in branding activities, Branding. Perkembangan tren kopi di Indonesia berlangsung cukup pesat selama beberapa waktu belakangan ini. Salah satu coffee shop yang menjadi tren saat ini adalah Suasanakopi. Coffee shop Suasanakopi memanfaatkan media sosial sebagai salah satu cara untuk membangun branding yaitu media sosial TikTok. Untuk itu Penelitian ini dilakukan bertujuan untuk mengetahui dan menjelaskan bagaimana coffee shop Suasanakopi memanfaatkan media sosial TikTok untuk Membangun Branding sebagai community driven coffee shop. Dalam penelitian menggunakan konsep public relations, public relations dalam aktivitas branding, branding, dan new media. Penelitian ini menggunakan paradigma konstruktivisme, dengan metode penelitian deskriptif kualitatif. Teknik pengumpulan data dengan menggunakan dokumentasi dan wawancara mendalam kepada 7 informan diantaranya 2 key informan dan 5 informan. Hasil penelitian menunjukan bahwa alasana Suasanakopi menggunakan Tiktok karena melihat penggunaan media sosial tersebut sedang menjadi trend. Pengelolaan konten TikTok di Suasanakopi yaitu meme dan point of you yang menjadi pilar konten TikTok @Suasanakopi. Coffee shop Suasanakopi memanfaatkan penggunaan media sosial tiktok selain karena aplikasi tersebut sedang tren, penggunaan algoritma for your page (halaman rekomendasi TikTok) yang misterius atau random yang bisa dilihat berbagai wilayah dan umur menjadikan salah satu alasan Suasanakopi untuk memperluas market-nya. Manfaat dari penggunaan media sosial membantu coffee shop Suasanakopi lebih dikenal lebih luas lagi. Kata Kunci: Public Relations, public relations dalam aktivitas branding, Branding.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 064
NIM/NIDN Creators: 44218010058
Uncontrolled Keywords: Public Relations, public relations dalam aktivitas branding, Branding.
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 > 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 > 006.75 Social Multimedia/Multimedia Social
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 > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: LUTHFIAH RAISYA ARDANI
Date Deposited: 27 Sep 2022 16:19
Last Modified: 28 Sep 2022 03:30
URI: http://repository.mercubuana.ac.id/id/eprint/69623

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