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All Journal Jobmark: Journal of Branding and Marketing Communication I-Pop: International Journal of Indonesian Popular Culture and Communication
Devita, Marliani
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Customer Engagement of the Coffee Shop during Covid-19 Pandemic: Study on Anomali Coffee’s Instagram Devita, Marliani; Kania, Dessy
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK Vol 3 No 2 (January-June 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.49

Abstract

The COVID-19 virus pandemic has triggered the #ngopidirumah movement that is echoed on social media by local coffee shops in maintaining relationships with consumers by adjusting the consumer's lifestyle during quarantine at home. Anomali Coffee also runs the #ngopidirumah movement through Instagram in order to build online Customer Engagement. The purpose of this study was to find out how the Customer Engagement that was built by Anomali Coffee on Instagram during the COVID-19 pandemic. The literature review used is Customer Engagement, Lifestyle, Social Media and Instagram. The research method used is qualitative with a case study approach. Sources of data obtained through in-depth interviews, online observation and digital documentation. The results showed that in building Customer Engagement in the #ngopidirumah movement, Anomali Coffee has reached all stages of Consumption, Curation, and Creation. At the Collaboration stage, Anomali Coffee produces Indirect Collaboration with consumers in building coffee consumption activities at home, but not to form a solid community.Customer Engagement, Social Media, Instagram, Anomali Coffee, #ngopidirumah Movement
Ngafe Culture, Covid-19, and Sustainable Lifestyle: How the #ngopidirumah Becomes a New Trend during Pandemic Devita, Marliani
I-Pop: International Journal of Indonesian Popular Culture and Communication Vol. 1 No. 2 (2020): I-POP Vol 1 No 2 (July-December 2020)
Publisher : Program Studi Ilmu Komunikasi Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/i-pop.v1i2.54

Abstract

The COVID-19 pandemic has changed people's lifestyles and daily habits due to social and physical distancing regulations to reduce the spread of the virus. Many people who usually hang out or ngafe cannot freely enjoy their favorite drinks in a cafe atmosphere. It inspired the #ngopidirumah movement on social media as a new lifestyle for coffee consumption, campaigned by local coffee industry players to adjust consumer activities during quarantine at home by providing products and services that facilitate ordering cafe-style coffee stocks. This article examines how the #ngopidirumah movement, applied by Anomali Coffee, shapes the trend of a cafe-style coffee lifestyle for consumers during a pandemic. Using a qualitative case study approach, data was obtained through in-depth interviews, online observation, and digital documentation on Instagram. The results of this study explain that the #ngopidirumah Movement, which Anomali Coffee applies to its consumers, forms a new trend of ngafe lifestyle at home, which refers to the dimensions of the consumer's lifestyle, namely activity, interest, opinion, and preserving the culture of community coffee consumption sustainably.
Co-Authors Dessy Kania