Komunikasi Pemasaran Kedai Kopi Janji Jiwa Geldboom Surabaya melalui media sosial Instagram

Abstract

ABSTRACT
Today, coffee has become a familiar phenomenon. Many of us cannot escape one of these signature drinks. Over time, there have been many innovations and motivations from this coffee drink, especially the emergence of coffee shops that serve various variants of coffee with various blends. Janji Jiwa is a coffee shop with a modern minimalist concept that is often used by young people, especially the millennial generation, to hang out with friends, girlfriends, or even do assignments from school there. This coffee shop has 700 outlets that are spread almost all over Indonesia, and at least in Surabaya there are 20 outlets spread across the city of Surabaya. One of them is located at Geldboom, Jl. Dr. Ir. H. Soekarno No. 89, MERR IIC Kalijudan Village, Mulyorejo District, Surabaya City. This research discusses how the marketing communication of Janji Jiwa Geldboom Surabaya coffee shop through Instagram social media using Marketing Communication Mix Theory (Promotion Mix) by Kotler and Armstrong.
Keywords: Coffee, Marketing Communication, Janji Jiwa Coffee, Marketing Communication Mix.