PENGUATAN DAYA SAING BISNIS COFFEE KOLONI MELALUI INOVASI CONTENT MARKETING KOMUNIKASI DIGITAL

SETIADI, M. FAHMI RAMADHAN and Pratiwi, Miftha and Elfandari, Safitri (2025) PENGUATAN DAYA SAING BISNIS COFFEE KOLONI MELALUI INOVASI CONTENT MARKETING KOMUNIKASI DIGITAL. Undergraduate thesis, Sriwijaya University.

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Abstract

Coffee has become a lifestyle for urban communities including in the city of Palembang. The increasing proliferation of coffee shops is certainly a challenge for them to maintai this business Coffee poloniuses digital marketing communication to understand the needs and desires of consumers. The purpose of this research is to understand how the innovation of Digital Communication Content Marketing implemented by Coffee Koloni amidst the intense competition of coffee shop businesses in the city of Palembang. The research method that will be used is a qualitative descriptive approach with data collection methods including observation, interviews, and documentation the theory used is the i stops in developing a content marketing strategy from Philip Koller by serving goals, mapping the larger market planning content creating content, distributing content, reinforcing content evaluating content marketing improving content marketing. The long-term vision that Coffee Koloni sims to achieve is to become the most impactfill coffee shop in South Sumatra. Coffee Koloni larger consumers or potential consumers aged 20-40 years. Coffee Koloni, in creating content does not have a specific scheduled theme; they always follow developments on social media in strengthening their content, they create content that can spark conversations or discussions among their audience, evaluate using Instagram's own features, and look at likes, comments, vicars, and shares. content improvement with two factors, internal and external factors. The implementation of a planned and adaptive digital communication content marketing strategy has helped Coffee Koloni build emotional connections with customers and enhance their loyalty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Pemasaran Digital, Konten, Coffee.
Subjects:	H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media T Technology > T Technology (General) > T1-995 Technology (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Muhammad Fahmi Ramadhan Setiadi
Date Deposited:	20 Jan 2025 01:43
Last Modified:	20 Jan 2025 01:43
URI:	http://repository.unsri.ac.id/id/eprint/165553

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