Zainudin, . (2024) STRATEGI KOMUNIKASI PEMASARAN BERBASIS METODE SOSTAC: (Analisis Akun Sosial Media Instagram @koppilojik). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Marketing is an important thing for a company. To attract customers to be interested in the products being sold, a high level of creativity is required. An interesting approach will make customers feel comfortable with business actors,so that they will be interested in buying the product. As time goes by, technological developments are also advancing rapidly. The emergence of the internet has become a big opportunity for business people in marketing. In this research, researchers try to analyze how Kedai Kopi Lojik, located in South Jakarta, manages its marketing through social media Instagram. using the sostac method. The aim of the research is to find out the use of the Kopilojik E-Marketing Communication Strategy using Instagram social media and secondly to find out the application of the SOSTAC marketing communication strategy on the @kopilojik Instagram account besides that. The results of this research are that the use of Instagram social media as a medium for improving KopiLojik's e-marketing strategy is quite optimal. Instagram features such as feeds, Instagramstories, and reels are used optimally with fairly regular and consistent uploads and the implementation of the SOSTAC method is still not implemented optimally, because the use of Kopiplojik social media only focuses on one platform, namely Instagram, while that is the reference in the method. Sostac is the use of several other media which is expected to be a complex combination based on the elements contained in Sostac which is expected to produce maximum results. The application of the SOSTAC method by Kopi Lojik is that Kopi Lojik uses a minimalist concept which is popular with young people (situation), Kopi Lojik applies the 5S method "Sell, Serve, Speak, Save and Sizzle" (Objective),maximizes the use of Instagram social media (Strategy) , using the 7P method "Product, Price, Promotion, People, Process, and Partnership" (Tactic),preparing risk management (Action), and based on SOPs in every activity (Control).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | no panggil : 1910411042 Dosen pembimbing Retno Dyah Kusumastuti Dosen Penguji 1 Siti Maryam Dosen Penguji 2 Ratu Nadya Wahyuningratna |
| Uncontrolled Keywords: | Digital Marketing, Sostac Model, Social Media, Cofee Shop, Instagram |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Zainudin - |
| Date Deposited: | 22 Mar 2024 06:00 |
| Last Modified: | 23 Mar 2024 10:35 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28776 |
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