| dc.contributor.advisor | Fatchiya, Anna | |
| dc.contributor.author | Tazkia, Arasyha Azalea | |
| dc.date.accessioned | 2021-06-27T14:15:09Z | |
| dc.date.available | 2021-06-27T14:15:09Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/107147 | |
| dc.description.abstract | Coffee shop “Kopi Cakap” merupakan usaha coffee shop yang memanfaatkan promosi melalui media sosial Instagram dan kemasan pada masa pandemi ini. Tujuan dari penelitian ini yaitu untuk menganalisis efektivitas strategi promosi melalui Instagram dan kemasan coffee shop “Kopi Cakap” pada masa pandemi Covid-19. Penelitian ini menggunakan metode survei yang dilakukan dengan menggunakan kuesioner online. Kemudian melalui wawancara mendalam dengan informan yaitu pemilik usaha coffee shop “Kopi Cakap”. Responden yang digunakan dalam penelitian ini berjumlah 68 responden. Hasil dari penelitian menujukan bahwa Instagram efektif dalam memberikan stimulus perhatian (attention) responden, meningkatkan ketertarikan (interest) responden, keinginan (desire), serta membuat responden untuk melakukan tindakan (action). Desain kemasan yang dibuat oleh akun Instagram @kopicakap juga menimbulkan ketertarikan konsumen karena desain kemasan dibuat aman dan menarik dari segi botol kemasan, warna, ilustrasi, serta tipografi. Kemudian, faktor yang berhubungan dengan efektivitas promosi AIDA (attention, interest, desire, dan action) yaitu karakteristik konten Instagram pada akun Instagram @kopicakap. | id |
| dc.description.abstract | Coffee shop "Kopi Cakap" is a coffee shop business that utilizes promotions through social media Instagram and packaging during this pandemic. The purpose of this study is to analyze the effectiveness of promotional strategies through Instagram and coffee shop packaging "Kopi Cakap" during the Covid-19 pandemic. This study used survey methods conducted using online questionnaires. Then through an in-depth interview with the informant that is the owner of the coffee shop business "Kopi Cakap". The respondents used in this study numbered 68 respondents. The results of the study showed that Instagram is effective in providing stimulus attention (attention) respondents, increasing interest (interest) respondents, desire, and making respondents to take action (action). The packaging design created by @kopicakap Instagram account also attracts consumer interest because the packaging design is made safe and attractive in terms of packaging bottles, colors, illustrations, and typography. Then, factors related to the effectiveness of AIDA promotion (attention, interest, desire, and action) are the characteristics of Instagram content on instagram account @kopicakap. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Efektivitas Strategi Promosi Coffee Shop “Kopi Cakap” pada Masa Pandemi Pandemi Covid-19 | id |
| dc.title.alternative | The Effectiveness of Promotion Strategies in “Kopi Cakap” Coffee Shop during Pandemic | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | coffee shop | id |
| dc.subject.keyword | instagram | id |
| dc.subject.keyword | packaging | id |
| dc.subject.keyword | pandemic | id |
| dc.subject.keyword | promotion strategy | id |
