Strategi Komunikasi Pemasaran Kedai Kopi Cold ‘N Brew Melalui Instagram Dalam Menciptakan Kesadaran Merek

Putra, Nandi Perdana and -, Palupi, M.A (2021) Strategi Komunikasi Pemasaran Kedai Kopi Cold ‘N Brew Melalui Instagram Dalam Menciptakan Kesadaran Merek. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Social media is used to carry out a marketing communication strategy in introducing brands to a wide audience. Cold 'n Brew coffee shop is one of the coffee shop brands in Solo City, Central Java. Cold 'n Brew coffee shop needs to create brand awareness in the middle of intense competition between coffee shops in Solo City. In carrying out a marketing communication strategy, Cold 'n Brew's coffee shop optimizing the use of Instagram social media. Through the Instagram account @coldnbrew, Cold 'n Brew coffee shop optimizes the use of Instagram social media as a media promotion. The purpose of this study was to determine the marketing communication strategy of Cold 'n Brew coffee shops via Instagram in creating brand awareness. This research is a descriptive study that uses a qualitative approach. Data are collected through interviews and observations and supported by researcher documentation. The informants of this study are the manager of the Cold 'n Brew coffee shop and the @coldnbrew’s Instagram admin. The results show that the marketing communication strategy through Instagram social media in creating brand awareness by Cold 'n Brew coffee shops is very thorough in utilizing the features available on Instagram social media. What they do in utilizing various Instagram features is such as being active in providing feedback through the Instagram feature, uploading interactive content, managing Instagram accounts regularly, and conducts paid promotions. Those are marketing communication strategies carried out by Cold 'n Brew coffee shops through Instagram social media in creating brand awareness.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Komunikasi Pemasaran, Media Sosial, Instagram, Brand Awareness
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	NANDI PERDANA PUTRA
Date Deposited:	10 Feb 2021 07:59
Last Modified:	10 Feb 2021 07:59
URI:	http://eprints.ums.ac.id/id/eprint/88933

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