Nazwa Ghassani Ridwan, - (2024) ANALISIS PEMASARAN DIGITAL MEDIA SOSIAL INSTAGRAM DALAM MEMPERTAHANKAN BRAND IMAGE KAFE DI JAWA BARAT: Studi Kasus pada Makmur Jaya Coffee Roaster dan Seecul Coffee Bar. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pertumbuhan industri kafe di Jawa Barat mengalami lonjakan yang signifikan, seiring dengan bertambahnya jumlah kafe. Persaingan yang ketat mendorong para pelaku usaha, terutama pemilik kafe, untuk menyadari pentingnya peran branding melalui Instagram sebagai kunci keberhasilan dalam menghadapi kompetisi yang semakin ketat. Penelitian ini bertujuan untuk menggambarkan bagaimana pemasaran digital Instagram kafe di Jawa Barat dalam mempertahankan brand image. Penelitian ini memilih total 2 dari kafe terkemuka di Bandung dan Sukabumi, yaitu Makmur Jaya Coffee Roaster dan Seecul Coffee Bar sebagai objek penelitian. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara terstruktur dan observasi melalui akun Instagram objek penelitian. Analisis rumusan masalah satu dan dua dalam penelitian ini difokuskan pada indikator berdasarkan pemasaran digital yang diterapkan kafe melalui media sosial Instagram, serta brand image yang dipertahankannya dari pengelola pemasaran digital kafe, juga memberikan persepsi dari pelaku pemasaran digital industri kafe serta konsumen. Hasil penelitian ini mengungkapkan bahwa dengan kegiatan pemasaran digital pada media sosial Instagram Makmur Jaya Coffee Roaster dan Seecul Coffee Bar dapat mempertahankan brand image dengan baik melalui konten yang diproduksi dengan matang dan memaksimalkan fitur yang terdapat di Instagram. Dapat ditarik kesimpulan bahwa sampai saat ini Makmur Jaya dan Seecul melakukan kegiatan pemasaran digital yaitu interactive, incentive programs, site design, dan cost pada akun Instagram. The growth of the café industry in West Java has experienced a significant surge, along with the increasing number of cafes. Intense competition encourages business people, especially café owners, to realize the importance of the role of branding through Instagram as the key to success in facing increasingly fierce competition. This research aims to illustrate how Instagram café digital marketing in West Java in maintaining brand image. This study chose a total of 2 from leading cafes in Bandung and Sukabumi, namely Makmur Jaya Coffee Roaster and Seecul Coffee Bar as research objects. The research method used is a qualitative approach with data collection techniques through structured interviews and observations through the Instagram account of the object of research. The analysis of problem formulations in this study focused on indicators based on digital marketing implemented by cafes through Instagram, as well as the brand image it maintains from café digital marketing managers, as well as providing perceptions from café industry digital marketers and consumers. The results of this study revealed that with digital marketing activities on Instagram social media, Makmur Jaya Coffee Roaster and Seecul Coffee Bar managed to maintain a good brand image through content and maximize the features that available on Instagram. It can be concluded that until now Makmur Jaya and Seecul have succeeded in carrying out digital marketing activities that is interactive, incentive programs, site design, and cost.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Gita Siswhara: 5978179 |
| Uncontrolled Keywords: | Pemasaran Digital, Instagram, Citra Merek Digital Marketing, Instagram, Brand Image |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Nazwa Ghassani Ridwan |
| Date Deposited: | 11 Jun 2024 09:19 |
| Last Modified: | 11 Jun 2024 09:19 |
| URI: | http://repository.upi.edu/id/eprint/117842 |
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