eprintid: 40417
rev_number: 10
eprint_status: archive
userid: 12451
dir: disk0/00/04/04/17
datestamp: 2020-08-19 04:34:08
lastmod: 2020-08-19 04:34:08
status_changed: 2020-08-19 04:34:08
type: thesis
metadata_visibility: show
creators_name: Roby Zul Fanani, 13730006
title: STRATEGI ONLINE MARKETING POSITIONING
PADA UNGGAHAN FOTO DAN CAPTION
AKUN INSTAGRAM COFFEE SHOP
SPACE ROASTERY YOGYAKARTA
ispublished: pub
subjects: I
divisions: jur_ikom
full_text_status: restricted
keywords: Brand Positioning, Instagram, Space Roastery
note: Rika Lusri Virga, S.IP, M.A
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.
date: 2019-04-30
date_type: published
pages: 121
institution: UIN SUNAN KALIJAGA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   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.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/40417/1/13730006_BAB-I_IV_DAFTAR-PUSTAKA..pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/40417/2/13730006_BAB-II_sampai_SEBELUM-BAB-TERAKHIR..pdf