Febriana, Afifah Yonni (2024) Strategi Promosi Pancong Pocong Di Akun Media Sosial Instagram @pocong.pancong. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In Indonesia, the franchise business sector, particularly in Surabaya, is experiencing rapid growth. Many entrepreneurs utilize Instagram, leveraging its business features, as a marketing tool to gauge the success of their marketing activities through the dissemination of engaging content. One of the SMEs in Surabaya, Pocong Pancong, uses Instagram to promote its franchise model for Pancong cake. This study analyzes the promotional strategy of Pocong Pancong on Instagram in promoting their franchise business. To optimize the promotion of Pocong Pancong franchise on Instagram, this research applies the 7C Framework encompassing brand guidelines, content strategy, planning, production, editing, and evaluation to ensure consistency and relevance of content. The promotional messages focus on highlighting the unique benefits and facilities offered by Pocong Pancong franchise to attract the attention of audiences across various market segments. Proper use of hashtags and seamless content integration facilitate audience access to information about the franchise. Content and advertisements are tailored to user preferences to enhance interaction and positive response. Active engagement through Direct Messages (DMs) and comments on Instagram is prioritized to maintain close relationships with potential consumers and customers. Furthermore, building a community interested in Pancong cakes strengthens brand loyalty and support. By adopting these strategies, Pocong Pancong effectively utilizes Instagram as an efficient platform to promote its brand, expand market reach, and enhance customer relationships. The study employs a constructivist paradigm with data collection techniques including interviews for primary data, secondary data from documentation, and literature review. The findings indicate that the @pocong.pancong Instagram account successfully implements promotional strategies to reach potential audiences effectively on Instagram Keywords: Franchise, Promotion, Instagram, Pancong Pocong
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Afifah Afifah Yonni Febriana | ||||||||
| Date Deposited: | 22 Jul 2024 06:54 | ||||||||
| Last Modified: | 22 Jul 2024 06:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26863 |
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