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All Journal Solidaritas Jurnal Basicedu TEKNOSASTIK Spizaetus: Jurnal Biologi dan Pendidikan Biologi Jurnal Impresi Indonesia Unnes Journal of Mathematics Jurnal Basicedu Innovative: Journal Of Social Science Research Center of Economic Students Journal (CSEJ) Review: Journal of Multidisciplinary in Social Sciences Cahaya Pengabdian Datum: Journal of Geodesy and Geomatics
Kinasih, Sekar
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Solidaritas

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STRATEGI KOMUNIKASI PEMASARAN WEDRINK SOLOBARU MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN KEPUASAN KONSUMEN Kinasih, Sekar; Itasari, Andri Astuti; Herawati, Dewi Maria
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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Abstract

ABSTRACT The marketing communication strategy (promotion) is crucial for achieving company goals. Wedrink Solobaru, as a new food and beverage franchise, competes with other brands like Mixue and Momoyo in Solo City. Every business player has strategies to attract and enhance customer satisfaction. Despite being new, Wedrink Solobaru has shown rapid growth with an increasing number of visitors. This study aims to describe the marketing communication strategy of Wedrink Solobaru through Instagram in improving customer satisfaction. This research is descriptive qualitative, using primary data from interviews and observations, as well as secondary data from documents, books, and journals. Data collection techniques involve purposive sampling, with credibility tested through triangulation. Analysis is conducted using the Miles and Huberman method, including data collection, reduction, presentation, and conclusion drawing. The study results indicate that the marketing communication strategy of Wedrink Solobaru, through the 4P marketing mix and marketing communication mix, has successfully improved customer satisfaction. However, in terms of advertising, the mismatch between the received products and the advertising content still causes dissatisfaction. Keywords: Marketing Communication Strategy, Instagram, Customer, Satisfaction
Co-Authors Abdul Halim Anshor Adi Kurniawan Adiwibawa, Bernardus Andang P Akhyar Rido Anggita, Adinda Erin Nur Arief Agoestanto Citra Dewi Dahlia, Santi Darmawan, Diki Dini, Intan Amalia Eliya Pebriyeni, S.Pd., M.Sn, HESTI ROSITA DWI PUTRI, Dra. Ernis, M.Pd, Fitri, Aida Destiana Herawati, Dewi Maria Ida Ayu Putu Sri Widnyani Itasari, Andri Astuti Izanah, Nova Mas'ud, Masdar Mawabagja, Dico Muhamad Ridwan Muhammad Abduh Mujamil, Muhammad Murdapa, Fauzan Muslim Muslim Nisa, Rifda Nurapni Roudotun Nuraini, Nada Fathi Pramukti, Andika Prastyo, Yudi Pratama, Vina Risky Ayu Romi Fadly Rusmawan Rusmawan, Rusmawan Sugiman Sugiman Sulistiawati Sulistiawati Syaifullah, Agus Muhammad Syakirah, Haur Nahdah Taufiq Immawan, Taufiq