FINDIARTI, VIVIN (2023) AKTIVITAS DIGITAL KOMUNIKASI RESTORAN CEPAT SAJI ROTI BAKAR 88 GOR DAMYATI KOTA TANGERANG DALAM MENARIK KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Fast food restaurants with the name Roti Bakar, such as Roti Bakar 88 fast food restaurant, Roti Bakar 88 Gor Damyati, Tangerang City. In general, it is just a simple Baked Bread business. But now it has started to spread in a number of places to eat which also provide toast like at the Roti Bakar Restaurant 88 Gor Damyati Tangerang City where they sell Roti Bakar which is homemade bread. In this study using a qualitative research method in which this method can be used with a case study approach. The purpose of this study is to explain the digital communication activities of the Roti Bakar 88 Gor Damyati fast food restaurant, Tangerang City, in attracting consumers. The results of this study are that digital communication activities will help the fast food restaurant Roti Bakar 88 Gor Damyati, Tangerang city, make it easier to create advertising content on social media and also promos on marketplaces. Interakis with consumers using various methods such as through Google review. or suggestions that are included through social media and also the marketplace so that fast food restaurants can respond to their customers through digital communication. Keywords: Digital Communications, Digital Communiction Content, Computer Mediated Communications Restoran cepat saji dengan nama Roti Bakar, seperti Restoran cepat saji Roti Bakar 88, Roti Bakar 88 Gor Damyati Kota Tangerang ini. Pada umumnya ialah hanya bisnis Roti Bakar yang dibilang sederhana. Tetapi kini sudah mulai banyak tersebar di beberapa tempat makan yang juga menyediakan roti bakar seperti pada Restauran Roti Bakar 88 Gor Damyati Kota Tangerang ia menjual Roti Bakar yang dimana roti homemade. Dalam penelitian ini menggunakan metode penelitian kualitatif yang dimana metode ini dapat digunakan dengan pendekatan Studi Kasus. Tujuan pada penelitian ini menjelaskan mengenai aktivitas digital komunikasi restoran cepat saji Roti Bakar 88 Gor Damyati Kota Tangerang dalam menarik komsumen. Hasil penelitian ini ialah dengan adanya aktivitas digital komunikasi akan membantu restoran cepat saji roti bakar 88 gor damyati kota Tangerang ini menjadi lebih mudah untuk membuat konten iklan di social media dan juga promo di marketplace, Interakis dengan konsumen menggunakan berbagai macam yang dilakukan seperti melalui google review ataupun saran – saran yang dimasukkan melaui sosial media dan juga marketplace sehingga restoran cepat saji bisa merespon konsumennya melalui digital komunikasi. Kata Kunci: Digital Komunikasi, Konten Digital Komunikasi, Computer Mediated Commnications.
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