Nugroho, Syaharani Chaerunisa (2023) Digital Branding "Rasa Pejabat Harga Merakyat" Di Media Sosial Instagram @pemkop.id. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.
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Abstract
The number of coffee shop outlets has increased in the last 3 years, in 2016 there were 1083 outlets and the latest data obtained in August 2019 has increased by 3x, namely to 2937 coffee shop outlets in Indonesia.The fierce competition in the coffee shop business made the " Pemerintah Kopi" begin to set its positioning in building an “Feels Popular Price Officials” coffee shop branding in Bekasi. The purpose of this study was to find out the tactics used by the " Pemerintah Kopi" in utilizing its Instagram account as a means of building “Feels Popular Price Officials” coffee shop branding in Bekasi. The research method used is qualitative description with data collection techniques with interviews, digital observations and documentation of the content contained in the Instagram account "@pemkop.id". The results of this study show that key informants, namely marketing public relations and social media admin, use the stages of research, planning, analysis, and evaluation in the formation of branding through content on Instagram. "Pemerintah Kopi" is consistent in using the tagline "#RasaPejabatHargaMerakyat" in every upload because it is a brand identity or characteristic of the Instagram "@pemkop.id". "Pemerintah Kopi" is active on Instastory to interact with its followers and take advantage of the reels feature to increase engagement or traffic from its Instagram account.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | ||||||
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| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
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| Keywords / Kata Kunci: | Digital Branding, Instagram, Kedai Kopi, Konten Kreatif, “Pemerintah Kopi” | ||||||
| Subjects: | Public Relations Ilmu Komunikasi |
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| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1 | ||||||
| Depositing User: | Ms. Syaharani Chaerunisa | ||||||
| Date Deposited: | 18 Aug 2023 07:43 | ||||||
| Last Modified: | 18 Aug 2023 07:43 | ||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/3743 |
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