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All Journal Jurnal Kajian Komunikasi dan Pembangunan Daerah
Syafa Salsabila
Universitas Islam Syekh-Yusuf
Humanities Languange, Linguistic, Communication & Media

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Model Komunikasi Pemasaran Terpadu Pada Akun Instagram Oi Coffee And Pastry Di Kota Serang Dalam Membangun Brand Awareness Endang Ts; Syafa Salsabila; Indrianti Azhar Firdausi; Rethorika Berthanila
DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah Vol. 14 No. 1 (2026): DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah
Publisher : Universitas Islam Syekh Yusuf

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33592/dk.v14i1.9021

Abstract

This research aims to explore the integrated marketing communication strategy used on theInstagram account of Oi Coffee and Pastry in Serang City. This study applies the informationexchange theory to understand how a brand should deliver relevant messages to consumersthrough the right communication channels, such as the Instagram account of Oi Coffee andPastry. Instagram accounts have become widely used as marketing media among the public forselling products they create, such as homemade goods. Many consumers prioritize the qualityof the products they purchase to experience personal satisfaction. Data collection techniqueswere conducted through observation, interviews, and documentation. The results of this studyindicate that by implementing the elements of Integrated Marketing Communication throughInstagram, it can be considered successful, as evidenced by the increase in the number ofvisitors and followers on the Instagram account.
Co-Authors Endang Ts Indrianti Azhar Firdausi Rethorika Berthanila