Aktivitas Integrated Marketing Communication Dalam Membangun Brand Image Melalui Instagram Pada Kanthi Coffee and Eatery Di Surabaya. (Integrated Marketing Communication Activities in Building Brand Image Through Instagram at Kanthi Coffee and Eatery in Surabaya).

Wati, Dewi Sella (2023) Aktivitas Integrated Marketing Communication Dalam Membangun Brand Image Melalui Instagram Pada Kanthi Coffee and Eatery Di Surabaya. (Integrated Marketing Communication Activities in Building Brand Image Through Instagram at Kanthi Coffee and Eatery in Surabaya). Universitas 17 Agustus 1945 Surabaya. (Unpublished)

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Abstract

With the development of an era at this time, where one of them is a business in Indonesia that will continue to grow, in big cities one of which is the City of Surabaya, and one of the businesses that is in great demand by some of the wider community is a business in the culinary field , and coffee shops or commonly called coffee shops, in a business to win competition between companies, it's good to have an appropriate and anti-mainstream marketing strategy for its products, the strategy here functions as an effort to manage a brand that can create a positive image for society , so that people can assess and choose products according to what is expected. One of the factors that can influence society is brand image.Brand image is a consumer's view of a product or service that emphasizes its quality. Building this step is the beginning of several stages for business people to be able to introduce products or services to customers. Brand image also has an important role in a company because it can be used as a identity of services or goods, a well-known and trusted brand has a high value in an asset. Because of the importance of brand image in a company there must be other factors to support it, namely using Integrated marketing communication activities which can build brand image. The type of research used in this study is qualitative research and qualitative research is used to describe existing phenomena, taking into account the characteristics, quality and interrelationships between activities can also describe situations as realistic as possible without technology that explains phenomena in depth through data collection that prioritizes quality rather than quantity of data and this research uses a descriptive research type because it describes and investigates in depth the difficulties that exist in the research objectives, the researcher will describe and explain the information obtained from the results of the data research in the form of statements from informants about the problems described in Chapter I. The results of the research were obtained through direct interviews with informants, as evidence of the availability of informants who participated in the research process. Then the researcher also used observation techniques to find data, this method served to complement the results of the interviews.This research focuses on Integrated Marketing Communication Activities in Building Brand Image Through Instagram at Kanthi Coffee and Eatrery. And through the taste, Kanthi Coffee excels the cafe, by serving menus of various flavors and then having its own uniqueness that other cafes don't have, so that it becomes a feature. And through Instagram, Kanthi Coffee builds a brand image by implementing existing features on Instagram, maximizing its use so that it can be presented in the form of content that attractsthe public's attention. types of coffee, then there is a photo containing the menus at Kanthi Coffee. Keywords : Integrated Marketing Communication, Brand image, Coffe shop, Instagram

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