Implementasi Strategi Komunikasi Pemasaran Terpadu Moju Moju Caffee & Tea Dengan Memanfaatkan Media Instagram Dalam Upaya Meningkatkan Daya Tarik Konsumen
(Studi Kasus Pada Akun Instagram @mojumojuid)
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Institusion
Universitas Muhammadiyah Surakarta
Author
Pratama, Candra Ananda
, Dr. Budi Santoso, S.Sos,. M.Si
, Dr. Budi Santoso, S.Sos,. M.Si
Subject
HE Communications
Datestamp
2024-10-16 04:19:50
Abstract :
The development of coffee shops is trending and mushrooming, thus creating tight business competition, therefore the need for the implementation of marketing communication strategies in developing and expanding market share. Marketing communication is a marketing activity that is very influential in the world of business and companies. Marketing communication strategies are very necessary so that communication can be conveyed appropriately and effectively and can shape customer or public awareness in accordance with the goals to be achieved. The purpose of this study is to determine how the implementation of the Marketing communication strategy on the Instagram account @mojumojuid in order to attract potential customers by utilizing the features available on the Instagram application in promoting its products. This study uses a descriptive qualitative method through a semi-structured interview method in collecting research data. There were seven respondents including one quality control, two baristas, and four customers around the Surakarta City area in obtaining information and data in this study. The variables or theories used in the title of this research are integrated marketing communication strategies with a communication mix approach according to Kotler & Keller which is based on advertising, sales promotion, events & experiences, public relations & publicity, personal selling and this theory can influence consumer decisions in using products.
The development of coffee shops is trending and mushrooming, thus creating tight business competition, therefore the need for the implementation of marketing communication strategies in developing and expanding market share. Marketing communication is a marketing activity that is very influential in the world of business and companies. Marketing communication strategies are very necessary so that communication can be conveyed appropriately and effectively and can shape customer or public awareness in accordance with the goals to be achieved. The purpose of this study is to determine how the implementation of the Marketing communication strategy on the Instagram account @mojumojuid in order to attract potential customers by utilizing the features available on the Instagram application in promoting its products. This study uses a descriptive qualitative method through a semi-structured interview method in collecting research data. There were seven respondents including one quality control, two baristas, and four customers around the Surakarta City area in obtaining information and data in this study. The variables or theories used in the title of this research are integrated marketing communication strategies with a communication mix approach according to Kotler & Keller which is based on advertising, sales promotion, events & experiences, public relations & publicity, personal selling and this theory can influence consumer decisions in using products.
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