Model komunikasi pemasaran kopi tuku sebagai resilensi covid-19: sebuah analisis isi
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Keywords:
Marketing strategy, Kopi Tuku, Covid-19 pandemic, Content analysis
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.
References
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Tokokopituku. (2021c). Postingan Instagram Kopi Tuku Tanggal 27 April 2021. https://www.instagram.com/p/COKqtv4HSx9/
Tokokopituku. (2021d). Postingan Instagram Kopi Tuku Tanggal 3 Juni 2021. https://www.instagram.com/p/CPpN7UuHwkn/
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Tuten, T. (2020). Social media marketing. Sage.
WHO. (2020). Coronavirus disease (COVID-19) outbreak. https://experience.arcgis.com/experience/685d0ace521648f8a5beeeee1b9125cd
Wibowo, P. (2021). Strategi Komunikasi Pemasaran Sharp Indonesia di Era Pandemi Covid19 dan Kenormalan Baru. Jurnal Komunikasi Profesional, 5(1). https://doi.org/10.25139/jkp.v5i1.3003
Wijaya, M. (2018). Pengaruh Internet untuk Bisnis dan Masa Depan. https://www.kompasiana.com/moniccaw/5c0a782e6ddcae289a6942e5/pengaruhint ernet-untuk-bisnis-dan-masadepan?page=all
Zheng, Y., Ma, Y., Zhang, J., & Xie, X. (2020). COVID-19 and the cardiovascular system. In Nature Reviews Cardiology. https://doi.org/10.1038/s41569-020-0360-5
Azizah, S. (2021). Peran social media marketing gabag indonesia dalam mempertahankan brand equity pada pandemi covid-19. Jurnal Komunikasi Profesional, 5(2).
Cholifah, S. (2019). Strategi Komunikasi Pemasaran Toko Kopi Tuku Di Wilayah Jakarta Selatan. Universitas Pasundan.
Christina, I., Fenni, F., & Roselina, D. (2019). Digital marketing strategy in promoting product. Management And Entrepreneurship: Trends Of Development, 4(10), 58–66.
Hapsara, O., Casmudi, C., Sjuchro, D., Murtono, T., & Asfar, D. (2021). Perspektif digital marketing communication dalam memasarkan skincare di indonesia. Jurnal Komunikasi Profesional, 5(3), 209–221.
Herina, G., Baharta, E., & Taufik, R. (2021). Strategi Promosi Stuja Coffee Jakarta Dalam Menarik Minat Pelanggan Selama Pandemi Covid-19 Melalui Media Sosial. EProceedings of Applied Science, 7(4).
Holsti, O. (1969). Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley.
ICO-International-Coffee-Organization. (2020). Impact of covid-19 on the global coffee sector: the demand side. American Health & Drug Benefits, 13(3), 1–9.
Kama. (2018). Inilah tren E-Commerce 2018 di Indonesia, menurut toko online ini. https://nextren.grid.id/read/0124363/inilah-tren-e-commerce-2018-di-indonesiamenurut-toko-online-ini?page=2.
Khmiadashvili, L. (2019). Digital Marketing Strategy Based on Hotel Industry Study in Tbilisi. IJASOS- International E-Journal of Advances in Social Sciences, 5(14), 922–927. https://doi.org/10.18769/ijasos.592628
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage publications.
Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL: Journal of Communication, 6(1), 36–50.
Mone, R. (2019). Kunci Sukses Andanu Prasetyo, Pemilik Kedai Kopi Tuku. https://mnews.co.id/read/inspirasi/kunci-sukses-andanu-pemilik-kedai-kopi-tuku/
Nilakandi, Z. (2019). Pengertian Bisnis Beserta Fungsi, Tujuan dan Jenis-Jenis Bisnis Secara Lengkap. https://www.nesabamedia.com/pengertian-bisnis/
Odagaki, T. (2020). Analysis of the outbreak of COVID-19 in Japan by SIQR model. Infectious Disease Modelling, 5, 691–698. https://doi.org/10.1016/j.idm.2020.08.013
Samiei, D., & Mehrabi, Z. (2019). Content analysis of the first chapter of the twelfth grade chemistry book based on the william romey’s method and determining its importance with the shannon entropy method. 1(3), 53–72.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Susilawati, S., Falefi, R., & Purwoko, A. (2020). Impact of COVID-19’s Pandemic on the Economy of Indonesia. Budapest International Research and Critics Institute (BIRCIJournal): Humanities and Social Sciences, 3(2). https://doi.org/10.33258/birci.v3i2.954
Susilo, D. (2021). AKSI-AKSI WARGANET PADA BERITA DARING: Cabaran pada Studi Posfeminisme dan Politik. Airlangga University Press.
Theresiana, L., & Setyanto, Y. (2018). Strategi Komunikasi Pemasaran yang Dilakukan Guten Morgen Coffee Lab and Shop untuk Menarik Konsumen. Prologia, 2(2), 392– 399.
Tokokopituku. (2021a). Postingan Instagram Kopi Tuku Tanggal 11 Agustus 2021. https://www.instagram.com/p/CSbHCfMnWEv/
Tokokopituku. (2021b). Postingan Instagram Kopi Tuku Tanggal 23 September 2021. https://www.instagram.com/p/CUJfIcShmE9/
Tokokopituku. (2021c). Postingan Instagram Kopi Tuku Tanggal 27 April 2021. https://www.instagram.com/p/COKqtv4HSx9/
Tokokopituku. (2021d). Postingan Instagram Kopi Tuku Tanggal 3 Juni 2021. https://www.instagram.com/p/CPpN7UuHwkn/
Tokokopituku. (2021e). Profil Instagram Tokokopituku. https://www.instagram.com/tokokopituku/
Tuten, T. (2020). Social media marketing. Sage.
WHO. (2020). Coronavirus disease (COVID-19) outbreak. https://experience.arcgis.com/experience/685d0ace521648f8a5beeeee1b9125cd
Wibowo, P. (2021). Strategi Komunikasi Pemasaran Sharp Indonesia di Era Pandemi Covid19 dan Kenormalan Baru. Jurnal Komunikasi Profesional, 5(1). https://doi.org/10.25139/jkp.v5i1.3003
Wijaya, M. (2018). Pengaruh Internet untuk Bisnis dan Masa Depan. https://www.kompasiana.com/moniccaw/5c0a782e6ddcae289a6942e5/pengaruhint ernet-untuk-bisnis-dan-masadepan?page=all
Zheng, Y., Ma, Y., Zhang, J., & Xie, X. (2020). COVID-19 and the cardiovascular system. In Nature Reviews Cardiology. https://doi.org/10.1038/s41569-020-0360-5
Published
2021-12-30
How to Cite
Firdaus, M. A., GS, A. D., Indrawati, Lapoliwa, G. E. S., & Chin, J. (2021). Model komunikasi pemasaran kopi tuku sebagai resilensi covid-19: sebuah analisis isi. Jurnal Komunikasi Profesional, 5(6), 505-515. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4459
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