PENGELOLAAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS SATU LOKASI COFFEE

Azmi Karunia Hafi, NIM. 1710703091 (2021) PENGELOLAAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS SATU LOKASI COFFEE. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The growing number of coffeeshop in the major cities of Indonesia had been colloquial phenomenon. In consequence, the business competition among coffeeshop exceed. However, internet as marketing platform, especially Instagram as the most favorable social media for youth, still less optimized by the coffeeshop entrepreneur. This research aims to comprehend Instagram utilization by Satu Lokasi Coffee in enhancing its consumer brand awareness. The data were gathered through interview and literature review, and the whole research employed qualitative approach as its main set as well as relied on the analysis unit in maximizing Instagram promotional media develop by Matthew Sugiarto with tree indicators: content, community consistency, and effort. The results of this study indicate that the use of Instagram media carried out by Satu Location Coffee is to make Satu Location Coffee's Instagram an honest Instagram in the sense that the content produced is not a lot of gimmick from the editing process to narration, they want to show the atmosphere of Satu Location Coffee. who are honest as they are without a monotonous template, they only issue natural content, generally personal personal blogs that end up being friendly in the eyes of consumers.

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