Strategi Komunikasi Pemasaran Heika Kopi dalam Menarik Minat Konsumen pada Instagram

Putri, Wurich Andreani Nurizah Eka and , Drs. Joko Sutarso, S.E, M.Si (2023) Strategi Komunikasi Pemasaran Heika Kopi dalam Menarik Minat Konsumen pada Instagram. Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) Naskah Publikasi (81).pdf Download (430kB)
	PDF (Surat Pernyataan Publikasi) Surat Pernyataan Publikasi.pdf Restricted to Repository staff only Download (117kB) | Request a copy

Abstract

The coffee shop business is currently creating market competition that is commensurate with the large number of coffee connoisseurs in the community. The marketing communication strategy is closely related to the marketing mix, a marketing tool used to achieve goals in the target market. The purpose of this research is to describe the marketing communication strategy used by Heika Kopi to attract consumer’s interst on Instagram social media and to find out what factors influence Heika Kopi’s marketing communication strategy. The theory used iin this research is persuasive communication theory. This study used a qualitative research method using a purposive sampling technique. The results of this study indicate that Heika Kopi uses marketing communications, message strategies and media strategies in carrying out its marketing communication activities on social media Instagram. By implementing an effective marketing communication strategy, Heika Kopi can attract consumer interest on social media Instagram.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Marketing Communication Strategy, Persuasive Communication, Coffee Shop, Attracting Consumer Interest, Social Media, Instagram.
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	WURICH ANDREANI NURIZAH EKA PUTRI
Date Deposited:	18 Aug 2023 07:44
Last Modified:	18 Aug 2023 07:44
URI:	http://eprints.ums.ac.id/id/eprint/116147

Actions (login required)

View Item