STRATEGI KOMUNIKASI PEMASARAN DIGITAL BARISTERCOFFEE DALAM MENINGKATKAN BRAND AWARENESS MELALUI MEDIA SOSIAL INSTAGRAM @BARISTERCOFFEE

Alicia Marisa Martinus; Julyanto Ekantoro; Rini Ganefwati

doi:10.61722/jinu.v3i6.12323

Authors

Alicia Marisa Martinus Universitas Bhayangkara Surabaya
Julyanto Ekantoro Universitas Bhayangkara Surabaya
Rini Ganefwati Universitas Bhayangkara Surabaya

DOI:

https://doi.org/10.61722/jinu.v3i6.12323

Keywords:

Marketing Communication, Instagram, Brand Awarenes

Abstract

The increasing technology is now encouraging creative businesses in Indonesia including coffee shops or cafes. During intense competition between coffee shop businesses that mushroom, a marketing communication strategy is needed to continue to increase brand awareness. Instagram is utilized by BARISTER COFFEE Coffee house. IDN to be a social media used to spread information and promotions to increase brand awareness. This study aims to determine the marketing communication strategy of BARISTER COFFEE Coffee House. IDN in increasing brand awareness through Instagram social media. This research is a qualitative descriptive research that uses data collection through observation, interviews and documentation. This research uses new media theory that utilizes Instagram features. The results of this study show that marketing communication strategies through Instagram social media and increasing brand awareness can be done thoroughly by utilizing the features available on Instagram so as to increase the number of Instagram followers. However, this coffee shop must continue to improve its strategy so that it can be even wider in reaching the target market and increasing brand awareness.

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