Strategi Komunikasi Pemasaran Rukopi Pada Instagram Dalam Melakukan Promosi di Sidoarjo. (Rukopi Marketing Communication Strategy on Instagram in Promoting in Sidoarjo).

Prasetya, Ramadhan Arya (2024) Strategi Komunikasi Pemasaran Rukopi Pada Instagram Dalam Melakukan Promosi di Sidoarjo. (Rukopi Marketing Communication Strategy on Instagram in Promoting in Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In Sidoarjo, many coffee shop businesses have opened. According to data from the East Java Provincial Central Statistics Agency in Sidoarjo City, taken from 2016- 2019, there was a growth in the number of restaurants, cafes and coffee shops. In 2016 there were 124 restaurants, cafes and coffee shops that had been established. But in 2017 there was a decrease to 121. At the beginning of 2018 the number increased to 147. Meanwhile in 2019 there was no increase and there was a decrease with the number still the same 147. Rukopi is one of the coffee shops in the Sidoarjo area. More precisely, it is at Gateway C-11, Jl. Raya Waru, Sawa Hamlet, Sawotratap, District. Gedangan, Sidoarjo Regency, East Java. Rukopi has advantages that differentiate it from other coffee shops, namely its strategic location because it is located around an office area where there are certainly lots of people interested in enjoying a cup of coffee in their free time, it also has a comfortable atmosphere and there is a co-working space which is rarely found in coffee shops. another. Therefore, the problem formulation in this research is the marketing communication strategy of Rukopi on Instagram in carrying out promotions in Sidoarjo. This research uses qualitative research methods with descriptive research type. Rukopi uses IMC theory. Rukopi applies marketing concepts such as direct marketing, sales promotion, public relations, personal selling, advertising, internet marketing in carrying out marketing communication activities. The results of the research conducted show that the marketing communication strategy carried out by Rukopi was successful.

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