Muhamad Aditya Rabani, . (2025) STRATEGI KOMUNIKASI PEMASARAN ONLINE (STUDI KASUS WARUNG BEKICOT MAGETAN). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine the online marketing communication strategy implemented by Warung Bekicot Magetan in creating content on social media. Using a descriptive qualitative approach and a case study method, the research explores how content is developed and distributed to attract public attention, particularly through platforms such as TikTok and Instagram. Data were collected through observation, in-depth interviews, and documentation of social media activities. The findings indicate that Warung Bekicot Magetan adopts a communication strategy that is simple, authentic, and rooted in local wisdom. The content emphasizes cultural elements such as pencak silat, Javanese language, traditional music, and rural atmospheres, all presented in an everyday visual narrative without overt promotional intent. This approach has proven effective in building a unique brand image and fostering emotional connection with audiences. The strategy aligns with the Integrated Marketing Communications theory (Belch & Belch, 2003), which highlights the importance of message consistency and relevance, as well as content marketing theory (Gunelius, 2011; Karr, 2016), which emphasizes authenticity, emotional resonance, and shareability. The study concludes that local wisdom can be strategically leveraged in digital marketing communication as a distinctive strength amid increasingly homogeneous content competition.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411175] [Pembimbing: Siti Maryam] [Penguji 1: Maria Febiana Christanti] [Penguji 2: Anindita Lintangdesi Afriani] |
| Uncontrolled Keywords: | digital content, local wisdom, marketing communication, social media, Warung Bekicot Magetan |
| Subjects: | H Social Sciences > H Social Sciences (General) T Technology > T Technology (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MUHAMAD ADITYA RABANI |
| Date Deposited: | 04 Sep 2025 07:28 |
| Last Modified: | 04 Sep 2025 07:28 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38816 |
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