Strategy for implementing digital marketing communication of unknown coffee through social media instagram
Article Sidebar
Main Article Content
Abstract
Currently, the development of coffee shops has increased in popularity, resulting in market competition. Marketing communication strategy is a tool used by business people in promoting their products by making various innovations to achieve goals in the target market. The purpose of this research is to find out how the marketing communication implementation strategy used by Unknown coffee in using Instagram social media and what factors make unknown coffee's Instagram social media account active as a promotional medium. This research uses qualitative research methods with data collection methods through structured interviews. The population in this sample is the owner, 2 employees and 2 visitors of unknown coffee who have visited more than once and live in Surakarta. This research uses data analysis techniques in the form of qualitative content analysis. The result of this research is that the digital marketing strategy carried out by Unknown coffee through an integrated marketing communication approach is carried out by combining several promotional mixes, such as advertising, social media and websites or internet marketing, sales promotion, public relations, personal selling, point of sale and merchandising, corporate identity, packaging, and word of mouth.
Downloads
Article Details
Asri, A. L. (2020). Strategi Komunikasi Pemasaran Coffeshop Cold N Brew Dalam Meningkatkan Jumlah Konsumen. Solidaritas.
DataIndonesia.id. (2022). Penggunaan Media Sosial di Indonesia Capai 191 Juta pada 2022. Diakses Dari Https://Dataindonesia.Id/Digital/Detail/Pengguna-Media-Sosial-Di-Indonesia-Capai-191-Juta-Pada-2022.
Dhia, M., Sandy, A. N., Prasetyo, D., Komunikasi, I., Nginden, S.-A., & Timur, I. (2022). Strategi Komunikasi Pemasaran Brain Coffee Melalui Media Sosial Instagram. 2(1), 1–7.
Firmansyah, M. A. (2020). Komunikasi Pemasaran. In Pasuruan: CV. Penerbit Qiara Media.
Joseph, T. (2011). APPS The Spirit of Digital Marketing 3.0. In Jakarta: Penerbit PT Elex Media Komputindo.
Krizanova, A., Lazaroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D. (2019). The effectiveness of marketing communication and importance of its evaluation in an online environment. Sustainability, 11(24), 7016.
Kulkarni, K. K., Kalro, A. D., & Sharma, D. (2020). The interaction effect of ad appeal and need for cognition on consumers’ intentions to share viral advertisements. Journal of Consumer Behaviour, 4(19), 327–338.
Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of social media marketing on consumer’s purchase intentions: The mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), 41–48.
Mou, J. B. (2015). Study on Social Media Marketing Campaign Strategy – TikTok and Instagram. Massachusetts Institute of Technology.
Nainggolan, V., Rondonuwu, S. A., & Waleleng, G. J. (2018). Peranan Media Sosial Instagram Dalam Interaksi Sosial Antar Mahasiswa Fakultas Ilmu Sosial Dan Politik Unsrat Manado. ACTA Diurna Komunikasi, 7(4), 1–15.
Nasrullah, R. (2015). Media Sosial Perspektif Komunikasi, Budaya dan Sosioteknologi. Simbiosa Rekatama Media.
Nathania, R. (2022). Integrated Marketing Communication (IMC): Arti, Penerapan, Contoh, dan Manfaatnya. Glints. https://glints.com/id/lowongan/apa-itu-integrated-marketing-communication/#.ZD0Gu_xBzIV
Nye, J. S. (2021). Soft Power: The Evolution of a Concept. Journal of Political Power, 14(1), 196–208.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu Pada Era Media Sosial. Bandung: CV Pustaka Setia.
Pujileksono, S. (2015). Metode Penelitian Komunikasi Kualitatif. Malang: Kelompok Intrans Publishing.
Riyantie, M., Alamsyah, A., & Pranawukir, I. (2021). Strategi Komunikasi Pemasaran Kopi Janji Jiwa Di Era Digital Dan Era Pandemi Covid-19. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 20(2), 255–267.
Rohimah, S., Juariah, J., & Maryono, I. (2017). Implementasi Advance Organizer Dan M-Apos Dalam Meningkatkan Kemampuan Pemahaman Matematis. Jurnal Analisa, 3(1), 93.
Sari, R. P., & Utami, U. (2021). Hubungan Tingkat Pengetahuan Dan Sikap Dalam Penerapan Protokol Kesehatan Di Karang Taruna Dusun Malangjiwan. Jurnal Ilmiah Maternal, 5(1), 1–6.
Setiadi, A. (2016). Pemanfaatan Media Sosial untuk Efektifitas Komunikasi. Jurnal Humaniora Bina Sarana Informatika, 16(2).
Siregar, R. K. (2015). Strategi Komunikasi Pemasaran Dalam Membangun Kesadaran Merek (Studi Kasus Private Label Pada Fast Moving Consumer Goods Giant Ekstra Central Business District, Bintaro, Tangerang Selatan. Communication, 6(1). https://doi.org/10.36080/comm.v6i1.4
Smith, R. D. (2020). Strategic Planning For Public Relations (6th ed.). Routledge. https://doi.org/10.4324/9781003024071
Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Pradita, K. A. (2020). Managing digital marketing communication of coffee shop using instagram. International Journal of Interactive Mobile Technologies, 14(5), 108–118.
Sugiyono. (2013). Metode Penelitian Kuantitatif Kualitatif dan R&D. Penerbit Alfabeta.
Tampubolon, M., Putri, Y. R., & Atnan, N. (2016). Strategi Promosi Coffee Shop melalui Media Sosial Instagram (Studi Deskriptif pada Akun @crematology). E-Proceeding of Management, 3(2), 2421–2432.
Theaker, A. (2020). The public relations handbook. In Routledge.
Todorova, G. (2015). Marketing communication mix. Trakia Journal of Sciences, 13(1), 368–374.
Van Winkle, C., & Bueddefeld, J. (2020). Free-choice learning in agritourism. World Leisure Journal, 1–19.
Vinerean, S. (2017). Importance of Strategic Social Media Marketing. Expert Journal of Marketing, 5(1), 28–35.
Watie, E. D. S. (2016). Komunikasi dan Media Sosial (Communications and Social Media. Jurnal The Messenger, 3(2), 69. https://doi.org/10.26623/themessenger.v3i2.270
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.