Cahyo, Mochamad Rayhan Dwi (2026) ANALISIS STRATEGI KOMUNIKASI PEMASARAN PULANG ST COFFEE TRUCK MELALUI INSTAGRAM BERDASARKAN TEORI 4C. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The rapid development of social media has encouraged businesses to utilize Instagram as a marketing communication platform to enhance customer engagement and increase sales. Pulang ST Coffee Truck is one of the coffee truck businesses in Surabaya City that uses Instagram as its primary promotional medium. However, the level of engagement and the effectiveness of its marketing communication remain inconsistent, indicating the need for further analysis. This study aims to analyze the marketing communication strategy of Pulang ST Coffee Truck through Instagram based on Chris Heuer’s 4C Theory, which consists of *Context, Communication, Collaboration,* and *Connection*. This research employed a descriptive qualitative approach. Data were collected through observation, semi-structured interviews, and documentation involving the business owner, Instagram administrator, employees, consumers, and non-consumers as informants selected using purposive sampling. Data were analyzed using the interactive model of Miles and Huberman, which includes data collection, data reduction, data display, and conclusion drawing. The findings reveal that Pulang ST Coffee Truck has successfully implemented all four dimensions of the 4C Theory. The *Context* dimension is reflected in the delivery of informative, engaging, and consistent content. The *Communication* dimension is demonstrated through responsive two-way interactions via comments and direct messages. The *Collaboration* dimension is implemented through partnerships with communities, micro, small, and medium enterprises (MSMEs), event organizers, and active customer participation. Meanwhile, the *Connection* dimension is realized through consistent interactions that foster long-term relationships, enhance customer trust, strengthen customer loyalty, increase brand visibility, and improve the effectiveness of Pulang ST Coffee Truck’s digital marketing communication. Keywords: marketing communication strategy, Instagram, 4C Theory, coffee truck, digital marketing.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | L Education > L Education (General) L Education > LB Theory and practice of education L Education > LC Special aspects of education L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education L Education > LD Individual institutions (United States) |
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| Divisions: | Faculty of Economic and Business > Department of Entrepreneurship | ||||||||
| Depositing User: | Mochamad Rayhan Dwi Cahyo | ||||||||
| Date Deposited: | 06 Aug 2026 03:43 | ||||||||
| Last Modified: | 06 Aug 2026 03:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58490 |
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