Zalfa, Nisyah Oktaviana (2023) Strategi Komunikasi Pemasaran Cafe Jalan Korea Melalui Instagram dalam Membangun Minat Beli. (Korean Way Cafe Marketing Communication Strategy Through Instagram in Building Buying Interest). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study describes the marketing communication strategy of the Korean Street Cafe via Instagram in building buying interest. The purpose of this research is to find out how the marketing communication strategy of Korean Street Cafe via Instagram builds buying interest. In this study using descriptive qualitative. Data collection techniques used are interview techniques, observation and documentation. This study focuses on the use of AIDA theory where the results of research applying AIDA theory consist of four stages. The first stage is attention to attract attention by advertising products on social media. The second stage, namely interest, seeks to build consumer interest by providing attractive promos. The second stage is desire, which is trying to grow consumer desires to buy by providing the best service to consumers and the best offers. The last stage is the action where consumers purchase products that have been offered from the first and third stages so that they are declared successful. This study also applies several tools in marketing communication that exist in the promotion mix concept such as Advertising, Sales promotion, Personal selling, Public Relations and Direct Marketing at the Korean Street Cafe. For example, the form of verbal and nonverbal promotional messages used by the Jalan Cafe Korea is a sales promotion that is published on the Instagram social media account page. Thus it can be concluded that the application of effective promotional messages in accordance with AIDA rules is contained in all promotional messages used by Korean Street Cafe. Keywords : Marketing Communication Strategy, AIDA, Promotion Mix, Korean Street Café, Building Buying Interest
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Strategi Komunikasi Pemasaran, AIDA, Bauran Promosi, Café Jalan Korea, Membangun Minat Beli |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151900277 Nisyah Oktaviana Zalfa |
| Date Deposited: | 01 Aug 2023 02:12 |
| Last Modified: | 01 Aug 2023 06:47 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/24069 |
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