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Fathul Qorib
Program Studi Ilmu Komunikasi, Universitas Tribhuwana Tunggadewi.
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Journal : Avant Garde

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Analisis Customer Engagement pada Akun Instagram @Oksigen_Cafe Menggunakan The Circular Model of Some Fathul Qorib; Asfira Rachmad Rinata; Latif Fianto
Avant Garde Vol 9, No 2 (2021): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v9i2.1464

Abstract

Malang City is one of the cities that has many cafes for the younger generation. These cafes compete to get consumers through various strategies, such as using Instagram. One of the exciting cafes in Malang is Oxygen Cafe because it is based on the arts, culture, and literature community. This study aims to see the effectiveness of using Instagram @Oksigen_Cafe in maintaining relationships with its customers through the circular model of some from Regina Lutrell, namely, share, optimize, manage, and engage. This study uses a qualitative method, the primary data source in the form of documentation @Oksigen_Cafe, then strengthened by secondary sources in interviews with cafe owners. The results show that this cafe makes maximum use of Instagram by uploading any exciting information (share) and having an empathetic conversation with followers (engage). However, social media optimization still lacks (optimize), including the lack of understanding of how to use marketing tools, both free and paid marketing (manage). The advantages of Instagram @Oksigen_Cafe, especially in the arrangement of feeds and stories that are compact and based on trending moments. In conclusion, @Oxygen_Cafe can grow through Instagram but still lacks in the technical field of social media. This study suggests that @Oxigen_Cafe expands technical understanding of the use of social media to maximize the potential of Instagram as a way to increase customer engagement.
Co-Authors 'Izzatus Tsamroh, Dewi Abda Abda Abdur Rahman Achmad Tohari admin admin, admin Afriansyah Afriansyah Aizun Najih Akhirul Aminulloh Alatas, Raisa Alfiah, Agry Alfian Dika Pranata Alfred V Waru Amanah Rakhim Syahida Amanah Rakhim Syahida Amanah Rakhim Syahida Amanah Rakhim Syahida, Amanah Rakhim Ananda, Kun Sila Andrianto, Sis Nanda Kus Andy Wicaksono, Galuh Angela Merici Bhara Anzari, Prawinda Putri Apolonius Kristoforus Ga’a Asra Bulla Junga Jara Jara Aszihar, Rizki Aviv Nafiuddin Bambang Setyo Utomo Bangun, Nurlina Dedi Irfing Sakan Demmy Deriyanto Desyandri Desyandri Efendi Efendi Elisabet Tri Krisdian Emei Dwinanarhati Setiamandani Ermelinda, J Fansier Hamdja Farady, Rustono Marta Februnia Mura Ngguna Firdaus, Fadli Fitri Olievia Fitrotun Nisak Hafidlatul Fauzuna Hamdja, Fansier Hana Rochani Gustasari Panggabean Hasan Basri Herru Prasetya Widodo, Herru Hutauruk, Mathias Raihan Narayan Jibril Maulana Jumrana Jurmrana Kariman, Kariman Kristie, Erasa La Tarifu LAILY PURNAWATI, LAILY Latif Fianto Liborius Benny Renggo Lukman Hakim Lusianawati, Hayu M Abd Ghofur M Nurdiyana Martiniana Pasrin Moch Rofi’i Modisa Diyah Rahmadani Mohammad Saleh Monica Novaranty Muhajir Sulthonul Aziz Muhamad Abdul Ghofur Muhammad Ilman Nur Sasongko Muhammad Zainal Muhlas Adi Putra Murtiyah Murtiyah Mu’ammar Arifin Myrtati Dyah Artaria, Myrtati Dyah Najih, Aizun NUNUN NURHAJATI, NUNUN Nurdiarti, Rosalia Prismarini Nuri Aslami Oktarina, Riesta Ayu Olievia, Fitri Putri, Wirda Ayu Ramadan, Rangga Tirta Remanggi, Salasi Remigius Asman Riesta Ayu Oktarina Rinata, Asfira Rachmad Riyanto, Obaja Eden Sentosa Rudi Cahyono Saekoko, Aploisari Saijuri Saijuri Saudah Simung, Yuliana Sitti Utami Rezkiawaty Kamil Solfema Suhardi Suhartono Suhartono Sulih Indra Dewi, Sulih Indra Sunaringsih, Monica Sri Suprihatin Suprihatin Syafuddin, Khairul Tajuddin, Irfan Wahid, Ahmad Wahidyanti Rahayu Hastutiningtyas Yanti Rosdiana Yeni Karneli Yosephina Anchieta Barru Yuyun Wahyu Izzati Surya Zakiyatul Khusna