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All Journal Jurnal Komunikasi Profesional
Lapoliwa, Gerdha Erlinda Sari
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Arts Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Model komunikasi pemasaran kopi tuku sebagai resilensi covid-19: sebuah analisis isi Firdaus, Muhamad Azis; Daeng GS, Achmad; Indrawati, Indrawati; Lapoliwa, Gerdha Erlinda Sari; Chin, Jacky
Jurnal Komunikasi Profesional Vol. 5 No. 6 (2021)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jkp.v5i6.4209

Abstract

Due to recent technological advances, marketing strategies have shifted from conventional to online. Traditional businesses use this digital marketing strategy because it is considered no more effective than other forms of marketing, such as using brochures and catalogs. Kopi Tuku as a business that mushroomed first during the Covid-19 pandemic, used digital marketing strategies to introduce digital products, one of which was social media. This is because social media is a platform that allows people to communicate information in the form of text, photos, videos, and audio with each other and with businesses, or vice versa. This study aims to find out how Kopi Tuku's digital marketing strategy during the Covid-19 pandemic uses content analysis. The method used is Krippendorff's content analysis via Instagram @tokokopituku for the period January 1, 2021 to September 30, 2021. The conclusion of this study is that Kopi Tuku's marketing strategy is more of an advertising strategy that highlights related information about Kopi Tuku.
Co-Authors Chin, Jacky GS , Achmad Daengs Indrawati Indrawati Muhamad Azis Firdaus