eprintid: 134545 rev_number: 19 eprint_status: archive userid: 215541 dir: disk0/00/13/45/45 datestamp: 2025-12-05 03:39:43 lastmod: 2025-12-05 03:39:43 status_changed: 2025-12-05 03:39:43 type: thesis metadata_visibility: show creators_name: Nida Nuraisha, - creators_name: Heri Puspito Diyah Setiyorini, - creators_name: Shandra Rama Panji Wulung, - creators_nim: NIM2007455 creators_nim: NIDN0031107603 creators_nim: NIDN0029088705 creators_id: ndnrsha@gmail.com creators_id: heri.setiyorini@upi.edu creators_id: wulung@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Heri Puspito Diyah Setiyorini, - contributors_name: Shandra Rama Panji Wulung, - contributors_nidn: NIDN0031107603 contributors_nidn: NIDN0029088705 contributors_id: heri.setiyorini@upi.edu contributors_id: wulung@upi.edu title: ANALISIS VIRAL MARKETING DAN NOSTALGIC BRAND: STUDI KASUS TERHADAP PERSPEKTIF GENERASI Z KOPI TOKO DJAWA BRAGA ispublished: pub subjects: L1 divisions: MPP full_text_status: restricted keywords: Pemasaran Viral, Jenama Nostalgia, Media Sosial Viral Marketing, Nostalgic Brand, Social Media note: ID SINTA Dosen Pembimbing Heri Puspito Diyah Setiyorini: 5978343 Shandra Rama Panji Wulung: 6680229 abstract: Aktivitas pemasaran kini tidak terlepas dari kemajuan teknologi komunikasi yang membuat penggunaan media sosial dapat menjadi wadah interaksi global yang efektif dalam memasarkan Produk ataupun jasa. Pemasaran viral melalui media sosial dapat dimanfaatkan sebagai strategi komunikasi pemasaran yang menghasilkan citra positif. Penelitian ini bertujuan untuk mengidentifikasi secara deskriptif penggunaan pemasaran viral sebagai bentuk promosi jenama nostalgia oleh Kopi Toko Djawa. Metode penelitian ini menggunakan metode kualitatif deskriptif dengan pengambilan sumber primer melalui wawancara semi-terstruktur untuk mendapatkan informasi yang mendalam berdasarkan pengetahuan narasumber. Marketing activities are now inseparable from advances in communication technology that takes the use of social media as effective platform for global interaction in marketing product or services. Viral marketing through social media can be utilized as a communication marketing strategy that forming a positive image. This research aims to descriptively identify the use of viral marketing as a promotional tool for the nostalgic brand Kopi Toko Djawa. This research method uses a qualitative-descriptive method by taking primary sources through semi-structured interviews to obtain in-depth information based on the knowledge of the informants. date: 2024-06-19 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI93201#Manajemen_Pemasaran_Pariwisata_S1 thesis_type: other thesis_name: other official_url: https://repository.upi.edu/ related_url_url: https://perpustakaan.upi.edu/ related_url_type: org citation: Nida Nuraisha, - and Heri Puspito Diyah Setiyorini, - and Shandra Rama Panji Wulung, - (2024) ANALISIS VIRAL MARKETING DAN NOSTALGIC BRAND: STUDI KASUS TERHADAP PERSPEKTIF GENERASI Z KOPI TOKO DJAWA BRAGA. S1 thesis, Universitas Pendidikan Indonesia. document_url: http://repository.upi.edu/134545/1/S_MPP_2007455_Title.pdf document_url: http://repository.upi.edu/134545/2/S_MPP_2007455_Chapter1.pdf document_url: http://repository.upi.edu/134545/3/S_MPP_2007455_Chapter2.pdf document_url: http://repository.upi.edu/134545/4/S_MPP_2007455_Chapter3.pdf document_url: http://repository.upi.edu/134545/5/S_MPP_2007455_Chapter4.pdf document_url: http://repository.upi.edu/134545/6/S_MPP_2007455_Chapter5.pdf document_url: http://repository.upi.edu/134545/7/S_MPP_2007455_Appendix.pdf