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Bandung Conference Series: Public Relations
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282167     DOI : https://doi.org/10.29313/bcspr.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Public Relations (BCSPR) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Public Relations dengan ruang lingkup Strategi Promosi, Brand, Citra, Corporate Social Responbility, Digital Public Relations, Diplomasi Publik, Dramaturgi, Hoax, Humas International, Informasi, Kampanye Public Relations, Transaksi, Krisis, Kinerja, Komunikasi Persuasi, Konseling, Konten, Kredibilitas, Kualitas Pelayanan, Literasi, Media Online, Media Sosial, Membangun Kepercayaan, Minat beli, Motif, Pelayanan, Pemberitaan, Peran Sosial, Perspektif, Pola Komunikasi Perusahaan, Profesionalisme, Publikasi, Rebranding, rebranding, Sikap, Special Event, Strategi media relations, Publikasi, Teknologi Informasi, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Pengelolaan Bauran Promosi melalui Instagram dalam Memasarkan Produk Kopi Juwita Puspita Dewi; Anne Ratnasari
Bandung Conference Series: Public Relations 473-482
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25948

Abstract

Abstract. The development of Social Media has positioned Instagram as an important platform for digital marketing communication, particularly for coffee shop businesses seeking to enhance product appeal, strengthen brand identity, and build relationships with audiences. String Coffee shop Bandung utilizes Instagram @about.string to manage its promotional mix through event promotion, Key Opinion Leaders, marketplace collaborations, and the creative space concept. This study aims to examine how the promotional mix is managed through Instagram @about.string in marketing coffee products. The research employed a qualitative method with a case study approach. Data were collected through in-depth interviews with the Owners, head of marketing, head of events, KOL specialist, head content creator, expert informant, Follower, and KOL Talent, as well as observation and documentation of Instagram content. The findings show that promotional mix management integrates offline activities with digital communication. Events are presented through e-flyers, reels, stories, teasers, and collaborative posts; KOLs highlight visit experiences, venue atmosphere, and coffee products; and marketplace collaborations communicate discounts, bundles, special offers, and online purchasing access. Meanwhile, the creative space enables the creative team to explore visual, music, storytelling, retro, vintage, Y2K, and 2000s MTV-inspired styles according to campaign needs and trends. Therefore, Instagram @about.string functions as a promotional mix management platform integrating events, Key Opinion Leaders, marketplace collaborations, and creative space in marketing coffee products.   Abstrak. Perkembangan media sosial menjadikan Instagram sebagai salah satu ruang penting dalam komunikasi pemasaran digital, termasuk bagi bisnis coffee shop dalam membangun daya tarik produk, identitas merek, dan hubungan dengan audiens. Coffee shop String Bandung memanfaatkan Instagram @about.string untuk mengelola bauran promosi melalui event, Key Opinion Leader, kolaborasi marketplace, serta konsep creative space. Penelitian ini bertujuan untuk mengetahui bagaimana pengelolaan bauran promosi melalui Instagram @about.string dalam memasarkan produk kopi Coffee shop String. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara mendalam dengan Owner, head marketing, head event, KOL specialist, head content creator, informan ahli, Follower, dan Talent KOL, serta observasi dan dokumentasi konten Instagram. Hasil penelitian menunjukkan bahwa pengelolaan bauran promosi mengintegrasikan aktivitas offline dan komunikasi digital. Event dikemas melalui e-flyer, reels, story, teaser, dan collab post; KOL menyampaikan promosi melalui pengalaman berkunjung, suasana tempat, dan produk kopi; sedangkan marketplace dikomunikasikan melalui informasi promo, bundling, diskon, dan akses pembelian daring. Konsep creative space menjadi ruang eksplorasi bagi tim kreatif dalam mengembangkan referensi visual, musik, storytelling, retro, vintage, Y2K, dan gaya MTV tahun 2000-an sesuai kebutuhan kampanye dan tren. Dengan demikian, Instagram @about.string berfungsi sebagai ruang pengelolaan bauran promosi yang mengintegrasikan event, Key Opinion Leader, marketplace, dan creative space dalam memasarkan produk kopi.

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