Strategi Komunikasi Pemasaran Digital Grande Garden Café Dalam Meningkatkan Minat Pengunjung Melalui Instagram. (Grande Garden Café's Digital Marketing Communication Strategy to Increase Visitor Interest Through Instagram).

Anugrah, Teguh Putro (2023) Strategi Komunikasi Pemasaran Digital Grande Garden Café Dalam Meningkatkan Minat Pengunjung Melalui Instagram. (Grande Garden Café's Digital Marketing Communication Strategy to Increase Visitor Interest Through Instagram). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid development of information technology has an impact on the business world and creates changes in marketing communication strategies. Marketing communication strategies that previously relied more on print and electronic media as well as direct interaction with consumers have now been renewed into marketing communications strategies that utilize the sophistication of digital media. In this study, the author will explore how the digital marketing strategy carried out by Grande Garden Cafe in increasing the number of visitors via Instagram. This study uses qualitative methods using data collection techniques through interviews, observation, and documentation. Meanwhile, the theory used is the Integrated Marketing Communication (IMC) theory. According to Kotler and Keller (2016) promotion mix is the best strategic combination of promotional elements used to achieve company goals. The results showed that the marketing communication strategy of Grande Garden Café was considered effective by applying Belch's communication tools such as advertising, personal selling, sales promotion, direct marketing, internet marketing, and public relations (public relations). Grande Garden Café is located on Jalan Kaliandra, Gamoh Hamlet, Dayurejo Village, Prigen District, Pasuruan, East Java 67157. Grande Garden Café was built in December 2021 and started operating on 11 February 2022. Keywords: Grande Garden Café, Social Media, Instagram, Promotion Mix, Digital Marketing Communication, Marketing Communication Strategy

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