Roby Zul Fanani, 13730006 (2019) STRATEGI ONLINE MARKETING POSITIONING PADA UNGGAHAN FOTO DAN CAPTION AKUN INSTAGRAM COFFEE SHOP SPACE ROASTERY YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA.
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Text (STRATEGI ONLINE MARKETING POSITIONING PADA UNGGAHAN FOTO DAN CAPTION AKUN INSTAGRAM COFFEE SHOP SPACE ROASTERY YOGYAKARTA)
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Abstract
Coffee industry in Indonesia has grown rapidly since 2015. Space Roastery as a new company in Yogyakarta has a big challenge to get the market. Space Roastery need to build their brand positioning. Nowdays to build a good positioning the companies facilitated by internet network. Space Roastery built the positions of companies and products through social media Instagram @space.roastery. Through Instagram they can share everything and they can reach so many people. Researchers used the theory of brand positioning strategy written by Kotler and about Instagram written by Bambang in researching online positioning strategies used by Space Roastery, This research is qualitative and to get the data, researchers conducted in-depth interviews with the owners, observations, and looked at existing documents to support research. The result of the research is Space Roastery used Instagram to build their positions. There are seven positions that Space Roastery try to built through Instagram, including positions according to attributes, benefits, usage, users, competitors, product categories, price or quality. From the seven positions, Space Roastery focuses more on bulding positions according to users, competitors, product categories, and price or quality.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Rika Lusri Virga, S.IP, M.A |
| Uncontrolled Keywords: | Brand Positioning, Instagram, Space Roastery |
| Subjects: | Ilmu Komunikasi |
| Divisions: | Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1) |
| Depositing User: | SH Harniyati |
| Date Deposited: | 19 Aug 2020 11:34 |
| Last Modified: | 19 Aug 2020 11:34 |
| URI: | http://digilib.uin-suka.ac.id/id/eprint/40417 |
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