Strategi komunikasi pemasaran digital subway indonesia melalui reels instagram @subway.indonesia
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Keywords:
strategy, digital marketing communications, Indonesian subways, instagram reels
Abstract
The food and beverage business is one of the fastest growing industries in recent years. In this industry a lot of creativity and innovative inventions. The food and beverage industry is expected to continue to be the main driver of manufacturing expansion and the national economy. To survive in business, it is necessary to have the right business strategy, one of which is carried out by Subway Indonesia, which has re-opened outlets in Indonesia. The purpose of this research is to find out how Subway Indonesia's digital marketing communication strategy is through Instagram @subway.indonesia reels. The method used is Krippendorff content analysis which is carried out through digital observations on the @subway.indonesia Instagram account from 15 October 2021 to 31 December 2021. The results of this study indicate that Subway Indonesia is more engaged in digital marketing communication strategies through Instagram @subway.indonesia reels which are dominated by advertising strategies.
References
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Rijanto, M. (2021). Analisis Strategi Bersaing Bisnis Home Industry. DeReMa (Development Research of Management): Jurnal Manajemen, 16(2), 227–246.
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.
Sitorus, N., Juliana, J., Maleachi, S., Djakasaputra, A., & Prabowo, G. (2021). Café Marketing Strategy Analysis in The Covid-19 Pandemic. International Journal of Social and Management Studies, 2(5), 44–53.
Suryanto, S., & Kesuma, I. K. W. (2013). Pengaruh kinerja keuangan, tingkat inflasi dan PDB terhadap harga saham perusahaan F&B. Udayana University.
Susilo, D. (2021). Analisis wacana kritis van dijk: sebuah model dan tinjauan kritis pada media daring. Unitomo Press.
Susilo, D., & Putranto, T. (2021). Content analysis of instagram posts related to the performance of the national search and rescue agency in early 2021. Jurnal Komunikasi Profesional, 5(1).
Tarigan, J., & Sanjaya, R. (2013). Creative digital marketing. Elex Media Komputindo.
Veronika, V., & Raharjo, A. (2021). Profiling news consumption on social media. Jurnal Komunikasi Profesional, 5(4), 320–334.
Wahyuni, H., Purnomo, E. P., & Fathani, A. T. (2021). Social media supports tourism development in the COVID-19 normal era in Bandung. Jurnal Studi Komunikasi, 5(3 SE-Articles), 600–616. https://doi.org/10.25139/jsk.v5i3.3805
Wibowo, P. (2021). Strategi Komunikasi Pemasaran Sharp Indonesia di Era Pandemi Covid-19 dan Kenormalan Baru. Jurnal Komunikasi Profesional, 5(1). https://doi.org/10.25139/jkp.v5i1.3003
Agmasari, S. (2021). Sejarah Subway, Restoran Sandwich Terkenal yang Buka Lagi di Indonesia. https://www.kompas.com/food/read/2021/08/24/101200075/sejarah-subway-restoran-sandwich-terkenal-yang-buka-lagi-di-indonesia?page=all
Aida, N. (2021). Mengenal Apa Itu Instagram Reels, Fitur Baru yang Disebut-sebut Mirip TikTok. https://www.kompas.com/tren/read/2021/06/24/073100065/mengenal-apa-itu-instagram-reels-fitur-baru-yang-disebut-sebut-mirip-tiktok?page=all
Anders, A. (2021). Peran Aplikasi Layan-Antar Makanan dalam Meningkatkan Pendapatan Bisnis F&B Franchise: Studi Kasus TOTLAH Gading Serpong. Podomoro University.
Asmajasari, M. (1997). Studi periklanan dalam perspektif komunikasi pemasaran. Malang: UMM Press.
Dalangin, J., Mc Arthur, J., Salvador, J. B., & Bismonte, A. (2021). The impact of social media influencers purchase intention in the Philippines. Jurnal Studi Komunikasi, 5(3), 551–568.
Dave, C. (2009). E-business and E-commerce Management: Strategy, Implementation and Practice. Prentice Hall.
Eldisha, J., & Luturlean, B. (2020). Pengaruh Pelatihan Karyawan Terhadap Kinerja Karyawan Di Rumah Makan Bulan Selakau Kalimantan Barat. EProceedings of Management, 7(2).
Firdaus, M., GS, A., Indrawati, I., Lapoliwa, G., & Chin, J. (2021). Model komunikasi pemasaran kopi tuku sebagai resilensi covid-19: sebuah analisis isi. Jurnal Komunikasi Profesional, 5(6), 505–515.
Firmansyah, M. (2020). Komunikasi Pemasaran. Penerbit Qiara Media.
Hamdani, T. (2021). Subway Indonesia Sudah Buka 3 Cabang, Ini Lokasinya. https://finance.detik.com/berita-ekonomi-bisnis/d-5783460/subway-indonesia-sudah-buka-3-cabang-ini-lokasinya
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.
Holsti, O. R. (1969). Content analysis for the social sciences and humanities. Reading. MA: Addison-Wesley (Content Analysis).
Instagram. (2021a). Profil Instagram Subway Indonesia. https://www.instagram.com/subway.indonesia/
Instagram. (2021b). Reels Instagram @subway.indonesia Pada 28 November 2021. https://www.instagram.com/reel/CWzgcfDJdUk/
Instagram. (2021c). Reels Instagram @subway.indonesia Pada 29 Oktober 2021. https://www.instagram.com/reel/CVna4_FDKGx/
Instagram. (2021d). Reels Instagram @subway.indonesia Pada 30 Oktober 2021. https://www.instagram.com/reel/CVoyrZuJUnr/
Jamil, A., & Eriyanto, E. (2021). Social media communication: content analysis of Indonesian parliament instagram account. Jurnal Studi Komunikasi, 5(3), 746–763.
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.
Liurentio, M. (2020). Analisis Pengaruh Desain Kemasan Terhadap Minat Beli Bali Banana. Podomoro University.
McNely, B. (2012). Shaping organizational image-power through images: Case histories of Instagram. 2012 IEEE International Professional Communication Conference, 1–8.
Mekari. (2021). Apa itu Bisnis F&B? Sudah Tidak Asing, Bukan? https://www.jurnal.id/id/blog/apa-itu-bisnis-fb/
Octaviana, V., & Susilo, D. (2021). Impact of@ RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284.
Prasetya, M. (2020). Self-presentation dan kesadaran privacy micro-influencer di instagram. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 4(1), 239–258. https://doi.org/10.25139/jsk.v4i1.2301
Rafiah, K. (2020). Review Strategi Pemasaran Efektif Untuk UMKM Kedai Kopi Dalam menghadapi Masa Pandemi. Jurnal Ekonomi Dan Bisnis Terapan, 16(2), 30–38.
Rijanto, M. (2021). Analisis Strategi Bersaing Bisnis Home Industry. DeReMa (Development Research of Management): Jurnal Manajemen, 16(2), 227–246.
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.
Sitorus, N., Juliana, J., Maleachi, S., Djakasaputra, A., & Prabowo, G. (2021). Café Marketing Strategy Analysis in The Covid-19 Pandemic. International Journal of Social and Management Studies, 2(5), 44–53.
Suryanto, S., & Kesuma, I. K. W. (2013). Pengaruh kinerja keuangan, tingkat inflasi dan PDB terhadap harga saham perusahaan F&B. Udayana University.
Susilo, D. (2021). Analisis wacana kritis van dijk: sebuah model dan tinjauan kritis pada media daring. Unitomo Press.
Susilo, D., & Putranto, T. (2021). Content analysis of instagram posts related to the performance of the national search and rescue agency in early 2021. Jurnal Komunikasi Profesional, 5(1).
Tarigan, J., & Sanjaya, R. (2013). Creative digital marketing. Elex Media Komputindo.
Veronika, V., & Raharjo, A. (2021). Profiling news consumption on social media. Jurnal Komunikasi Profesional, 5(4), 320–334.
Wahyuni, H., Purnomo, E. P., & Fathani, A. T. (2021). Social media supports tourism development in the COVID-19 normal era in Bandung. Jurnal Studi Komunikasi, 5(3 SE-Articles), 600–616. https://doi.org/10.25139/jsk.v5i3.3805
Wibowo, P. (2021). Strategi Komunikasi Pemasaran Sharp Indonesia di Era Pandemi Covid-19 dan Kenormalan Baru. Jurnal Komunikasi Profesional, 5(1). https://doi.org/10.25139/jkp.v5i1.3003
Published
2022-02-15
How to Cite
Sucipto, K. R. R., & Yahya, A. F. (2022). Strategi komunikasi pemasaran digital subway indonesia melalui reels instagram @subway.indonesia. Jurnal Komunikasi Profesional, 6(1), 068-078. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4470
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