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All Journal DIGICOM : Jurnal Komunikasi dan Media DIGICOM : Jurnal Komunikasi dan Media
Nisfa Alfiya Sofiyani
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Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Strategi Komunikasi Pemasaran Moogs Coffee Melalui Media Sosial Instagram Anita Agustina Wulandari; Nisfa Alfiya Sofiyani
DIGICOM : Jurnal Komunikasi dan Media Vol. 3 No. 2 (2023): DIGICOM : Jurnal Komunikasi dan Media Vol. 3 No.2 April 2023
Publisher : LPPM Stikosa-AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/digicom.v3i2.472

Abstract

This study aims to determine the marketing communication strategy of Moogs Coffee through Instagram social media. The theory used is the theory of Integrated Marketing Communication (IMC). This theory is related to the development and implementation process as a form of persuasive communication program to customers and prospective customers on an ongoing basis. The type of research used is qualitative research. By using the interview method in data collection. Interview informants for this research were Operational Manager Moogs Coffee, Creative Content Manager Moogs Coffee, and visitors to Moogs Coffee. Based on the research that has been done, the researcher concludes that the strategy implemented by Moogs Coffee is said to be running well because almost all aspects of the theory have been implemented. This has a positive impact and shows the reaction of the followers or customers of Moogs Coffee.
Strategi Komunikasi Pemasaran Moogs Coffee Melalui Media Sosial Instagram Anita Agustina Wulandari; Nisfa Alfiya Sofiyani
DIGICOM : Jurnal Komunikasi dan Media Vol. 3 No. 2 (2023): Edisi April 2023
Publisher : LPPM Stikosa-AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/digicom.v3i2.472

Abstract

Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran Moogs Coffee melalui media sosial instagram. Teori yang digunakan adalah teori Integrated Marketing Communication (IMC). Teori ini berkaitan dengan proses pengembangan dan implementasi sebagai bentuk program komunikasi persuasif pada pelanggan dan calon pelanggan secara berkelanjutan. Jenis penelitian yang digunakan yaitu penelitian kualitatif. Dengan menggunakan metode wawancara dalam pengambilan data. Informan wawancara untuk penelitian ini yaitu Manager Operasional Moogs Coffee, Manager Creative Content Moogs Coffee, dan pengunjung Moogs Coffee. Berdasarkan penelitian yang telah dilakukan, maka peneliti menarik kesimpulan bahwa strategi yang dijalankan Moogs Coffee dikatakan berjalan dengan baik karena hampir semua aspek yang ada dalam teori telah dilakukan. Hal tersebut yang berdampak positif dan menunjukkan reaksi dari para followers ataupun pelanggan Moogs Coffee.
Co-Authors Wulandari , Anita Agustina