ANALISIS STRATEGI KOMUNIKASI PEMASARAN REKHA.COFFEE MELALUI MEDIA SOSIAL INSTAGRAM

TRI WIDODO, . (2024) ANALISIS STRATEGI KOMUNIKASI PEMASARAN REKHA.COFFEE MELALUI MEDIA SOSIAL INSTAGRAM. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui sejauh mana strategi komunikasi pemasaran Rekha.coffee jika dievaluasi dengan teori The Circular Model of Social Media (SOME). Dalam penelitian ini, peneliti menggunakan model SOME (Share, Optimize, Manage, Engage). Penelitian ini menggunakan metode studi kasus dengan pendekatan kualitatif dengan pengumpulan data melalui wawancara, dokumentasi, dan observasi. Informan dalam penelitian ini adalah 13 orang informan kunci yang merupakan pihak pengelola dan pengikut dari Instagram Rekha.coffee. Hasil penelitian menunjukkan bahwa upaya strategi komunikasi Instagram Rekha.coffee melalui konten yang disajikan sesuai dengan tahap share, optimize, manage dan engage dalam model The Circular Model of Social Media. Adapun temuan-temuan lain yang didapat dari data wawancara yang dapat memperkuat elemen-elemen dari model SOME untuk strategi komunikasi pemasaran melalui Instagram. Kata kunci: Komunikasi Pemasaran, The Circular of Social Media, Instagram, Share, Optimize, Manage, Engage. *** ***** This research aims to determine the extent of Rekha.coffee's marketing communication strategy when evaluated using the Circular Model of Social Media (SOME) theory. In this research, researchers used the SOME (Share, Optimize, Manage, Engage) model. This research uses a case study method with a qualitative approach by collecting data through interviews, documentation and observation. The informants in this research were 13 key informants who were the managers and followers of Instagram Rekha.coffee. The research results show that Rekha.coffee's Instagram communication strategy efforts through the content presented are in accordance with the share, optimize, manage and engage stages in The Circular Model of Social Media. There are other findings obtained from interview data that can strengthen elements of the SOME model for marketing communication strategies via Instagram. Keyword: Marketing Communication, The Circular of Social Media, Instagram, Share, Optimize, Manage, Engage

Item Type:	Thesis (Diploma)
Additional Information:	1). Agung Kresnamurti Rivai P., S.T, M.M ; 2). Nofriska Krissyana, S.E, M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 21999 not found.
Date Deposited:	20 Feb 2024 04:14
Last Modified:	20 Feb 2024 04:14
URI:	http://repository.unj.ac.id/id/eprint/44969

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