Strategi Komunikasi Pemasaran Digital Kubiku Melalui Instagram Di Era Pandemi Covid - 19

Khaerunnisa, Andi Ashilah (2022) Strategi Komunikasi Pemasaran Digital Kubiku Melalui Instagram Di Era Pandemi Covid - 19. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Abstract
The rise of the coffee business in this modern era makes competition even tougher. What's more,
during this covid-19 pandemic, which is enough to change the trend of the culinary business,
especially for the coffee shop business in 2021, Kubiku coffee begins to think about offering offers
in the midst of a pandemic so that it can survive. For this reason, Kubiku has changed its offline
marketing strategy to digital. The purpose of this study was to determine the digital marketing
communication strategy carried out by Coffee Shop Kubiku in the era of the covid-19 pandemic.
The theory used in this research is TRIFECTA Digital Marketing Theory. This type of research is
qualitative with descriptive research methods. Data collection techniques through observation,
interviews and documentation. The results of this study indicate that Kubiku coffee has applied 3
parts of digital marketing theory, namely obtained media, own media and paid media. In his digital
marketing communication strategy, Kubiku uses Instagram as the main media. The digital
marketing activity that is most often done is by creating content on Instagram through the various
features it contains.

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