STRATEGI KOMUNIKASI PEMASARAN TAKI COFFEE & EATERY PALEMBANG MELALUI INSTAGRAM

UTAMY, LYDIA PUTRI and Azhar, Azhar and Pratiwi, Feny Selly (2024) STRATEGI KOMUNIKASI PEMASARAN TAKI COFFEE & EATERY PALEMBANG MELALUI INSTAGRAM. Undergraduate thesis, Sriwijaya University.

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Abstract

The fierce competition among coffee shops in Palembang, which currently use instagram as a marketing medium, requires Taki Coffee & Eatery to develop the right marketing communication strategy to maintain its existence so as not to lose in the competition and attract the audience. This research aims to describe how the marketing communication strategy implemented by Taki Coffee & Eatery through instagram @taki.coffee as media promotions. This research uses descriptive qualitative research methods with data collection techniques carried out through a process of observation, in-depth interviews, and documentation studies. This research uses the theory of The Circular Model of Some by Regina Luttrel, which includes the share, optimize, manage, and engage stages. The result show that in the share stage Taki Coffee & Eatery uses instagram as a medium for various information and promotion. In the second stage, optimize, it is in the form of optimizing uploads with the help of instagram’s ads feature and captions to reach the audience on instagram. The third stage, manage, where Taki Coffee & Eatery has maximized instagram management by monitoring its marketing activities and responding quickly to incoming messages. In the engage stage, Taki Coffee & Eatery has established good communication with influencers to market the brand and reach more audiences on instagram. Keyword: Marketing Communication Strategy, Taki Coffee & Eatery, Instagram, The Circular Model of Some

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Marketing Communication Strategy, Taki Coffee & Eatery, Instagram, The Circular Model of Some
Subjects:	H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Lydia Putri Utamy
Date Deposited:	19 Jan 2025 15:19
Last Modified:	19 Jan 2025 15:19
URI:	http://repository.unsri.ac.id/id/eprint/165609

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