BAURAN PROMOSI MENGGUNAKAN MEDIA SOSIAL INSTAGRAM (Studi Deskriptif Kualitatif Pada band Kopi Loewak )

Khalif Noorindra Pratama, NIM 14730079 (2019) BAURAN PROMOSI MENGGUNAKAN MEDIA SOSIAL INSTAGRAM (Studi Deskriptif Kualitatif Pada band Kopi Loewak ). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Every musician is required to be a creative person in making a marketing communication in music industry competition in order to promote her or his product through social media. It is also a challenge for a Kopi Loewak band to keep the band up in a music industry. This research aims to notice marketing communication strategy used by Kopi Loewak for competing in the music industry. This research used a descriptive method for explaining the marketing strategy used by Kopi Loewak in 2017-2018. The data are collected by doing an interview with the informants. The analysis technique used is from Miles and Huberman which consist of four components that are data collection, data reduction, data presentation and conclusion. The result showed that the marketing communication strategy conducted by Kopi Loewak through social media is using a mix promotion method included advertisements, sales promotion, public relations and personal promotion. For doing those ways, Kopi Loewak used an existing platform such as Instagram to attract the audiences. By using a social media, Kopi Loewak is able to communicate with the audiences directly

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