KOMUNIKASI PEMASARAN ANGKRINGAN JAMBUL MELALUI MEDIA SOSIAL DALAM MENARIK PASAR ANAK MUDA

Maulana, Muhammad Iqbal (2024) KOMUNIKASI PEMASARAN ANGKRINGAN JAMBUL MELALUI MEDIA SOSIAL DALAM MENARIK PASAR ANAK MUDA. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

Angkringan is a culinary business that is currently gaining popularity among the public. However, in its management, there are still not many Angkringan businesses that utilize social media management as their marketing medium, despite the vast potential for marketing a business through social media. This research aims to examine the marketing communication conducted by Angkringan Jambul through social media in attracting the youth market using the theory of social media marketing. The focus of this research is the use of Instagram as the main medium in marketing. Considering that the younger generation tends to follow trends and is very active on social media, this research analyzes how Angkringan Jambul leverages this platform to capture the attention and interest of the target market. The research method used is descriptive qualitative with a case study approach on the Instagram account @angkringan__jambul2022. The results show that Angkringan Jambul has successfully built an active online community, effectively interacted with followers, and shared engaging and relevant content with the youth target market. These findings provide insights into understanding the importance of social media as an effective marketing communication tool in the culinary industry, particularly in attracting the younger generation. Suggestions for future researchers on social media marketing communication include using quantitative methods to gain a deeper understanding of the impact of social media usage.

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