STRATEGI VIRAL MARKETING DALAM MEMBANGUN BRAND LOYALTY ( STUDI DESKRIPTIF KUALITATIF PADA LIVE MUSIC MENOEWA KOPI JOGJA)

Istiana, NIM.: 19107030017 (2023) STRATEGI VIRAL MARKETING DALAM MEMBANGUN BRAND LOYALTY ( STUDI DESKRIPTIF KUALITATIF PADA LIVE MUSIC MENOEWA KOPI JOGJA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Virals that occur on social media or in the real world can be both a blessing and a serious threat in the current technological era. This happens because social media has spread information and exchanged communications quickly and easily. Communication built in the world of business and entertainment is one of the things that brings viral marketing. In competing for brand loyalty, Menoewa Kopi Jogja is an example of a viral cafe business in Yogyakarta with an entertainment cafe theme, but a negative viral phenomenon occurred with Tri Suaka as the brand ambassador, causing Menoewa Kopi Jogja to also suffer the impact. The aim of this research is to determine the viral marketing strategy carried out by Menoewa Kopi Jogja, in overcoming negative viral phenomena through live music to build brand loyalty. This research uses a qualitative research method with a descriptive research type built on the theory of viral marketing and brand loyalty.This research was conducted using primary data and secondary data. Primary data collection was carried out through interview sessions, observation and documentation. The informants used in this research were five main informants taken from the management of Menoewa Kopi Jogja, to test the validity of the informant data using triangulation of sources from digital strategists, managers from similar business fields, and four consumers of Menoewa Kopi Jogja.The results of this research show how Menoewa Kopi Jogja succeeded in building brand loyalty after a negative viral phenomenon occurred, by implementing dimensions in a viral marketing strategy such as credible and trustworthy messengers, messages packaged in creative media, and an environment that mutually supports formation viral marketing.

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