Lailia, Vania Regita (2024) Analisis Strategi Promosi Melalui Pemanfaatan Media Sosial Instagram Dalam Meningkatkan Penjualan pada Bitween Coffee Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to determine promotional strategies through the use of Instagram social media in increasing sales at Bitween Coffee Surabaya. This research uses descriptive qualitative research methods. The research was conducted at Bitween Coffee Surabaya. The subjects in this research were the owners, employees and consumers of Bitween Coffee Surabaya. Data sources will be taken using interview, observation, documentation and triangulation techniques. Then the data was analyzed using data reduction techniques, data presentation, and drawing conclusions. The results of this research are that Bitween Coffee Surabaya uses a promotional strategy with the 4C concept. The 4C concept includes Context, Communication, Collaboration, and Connection. Of the 4 concepts, the most prominent concept is context in the form of visual content and captions to convey information from the content. Bitween Coffee Surabaya has also made several efforts to optimize its promotional strategy via Instagram social media. These efforts include creating an attractive Instagram profile, creating interesting visual content, utilizing Instagram stories, utilizing reels, utilizing popular hashtags, active interaction with customers, creating contests, collaborating with influencers, monitoring content with analytics tools, and collaborating with other businesses.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | vania regita lailia | ||||||||
| Date Deposited: | 28 Mar 2024 06:26 | ||||||||
| Last Modified: | 28 Mar 2024 06:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21617 |
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