PENGGUNAAN INSTAGRAM SEBAGAI STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN (Studi Deskriptif Kualitatif pada “Klinik Kopi” di Yogyakarta)

Fatimah Bilqis, NIM. 14730059 (2018) PENGGUNAAN INSTAGRAM SEBAGAI STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN (Studi Deskriptif Kualitatif pada “Klinik Kopi” di Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Indonesia is the fourth largest coffee producing country in the world. However, Indonesian coffee consumption is still low. Most of people are more accustomed to consuming Robusta coffee with additional sweeteners. Klinik Kopi comes with the concept of an unusual coffee shop serving Arabica coffee which is sold without additional sweeteners. As a market challenger, of course, it is not easy for Klinik Kopi to expand its market. Especially with the many competing coffee shops in Yogyakarta. But with the use of Instagram as a marketing communication, the name of Klinik Kopi is increasingly well known and Arabica coffee products without added sugar are starting to be accepted by the wider community. Instagram @KlinikKopi now has more than 80,000 followers spread across various regions in Indonesia. These followers are a target for @ for marketing communications. With content that is in the style of story telling, @Klinikkopi has loyal followers that continue to grow every day. Based on the explanation above, the researcher formulates the problem for this research that is to dissect how to use Instagram as a marketing communication strategy at Yogyakarta? This research use desciptive qualitative approach. The data collection technique uses interviews, observation and documentation. Then the collected data is analyzed. The results of this study are: there are various types of Instagram features that are used as marketing communication strategies. Of the fourteen features that become an analysis indicator, only eight Instagram features are used as marketing communication strategies. These eight features are Comments, Hashtags, Geolocation, polling, Instagram story, Caption, Share button, Story highlight, Live Video, Multiple Post. While the analysis of Intragram usage as a marketing communication strategy results in the conclusion that Instagram @KlinikKopi produces content that is liked by followers (User Generated Content).

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