The effectiveness of social media Path in promoting Indonesia’s culinary industry = Efektivitas media sosial Path dalam mempromosikan industri kuliner Indonesia

Novie, Novie (2017) The effectiveness of social media Path in promoting Indonesia’s culinary industry = Efektivitas media sosial Path dalam mempromosikan industri kuliner Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The development of technology has brought many changes in human life. kind of informations can be easily obtained through the internet. Many social medias emerged among society and one of them is Path. Indonesia is the country with the most Path users in the world, this makes writer is interested to discuss and examine further about the use of Path in general, ranging from the frequency, duration and intensity of users, and how effective Path in making attitude changes in cognition, affect, and behavior. The theory of media exposure and persuasive communication will be implemented to analyze this variable. On the other hand, the development of culinary industry is now growing rapidly in Indonesia. Many companies engaged in culinary industry need to find the right marketing strategy to survive and develop in this new digital era.One of the marketing strategies they can use is through social media platforms. Therefore, writer would like to examine the effectiveness of social media Path in promoting culinary industry in Indonesia. In analyzing the promotion of culinary industry writer will use 7p marketing mix and several other dimensions in hope that this thesis will give insights whether social media Path is the right platform to be used as a marketing tools, and also what marketing dimensions need more attention in doing so./ Perkembangan teknologi telah membawa banyak perubahan dalam kehidupan manusia. Segala jenis informasi dapat dengan mudah didapat melalui internet. Banyak media sosial muncul di kalangan masyarakat dan salah satunya adalah Path. Indonesia adalah negara dengan pengguna Path paling banyak di dunia, hal ini membuat penulis tertarik untuk membahas dan meneliti lebih lanjut tentang penggunaan Path secara umum, mulai dari frekuensi, durasi dan intensitas pengguna, dan seberapa efektif sosial media Path sebagai media yang ditujukan untuk mempersuasi dan mengubah tingkah laku pengguna baik dalam kognisi, pengaruh, dan perilaku. Teori paparan media dan komunikasi persuasif akan diimplementasikan untuk menganalisa variabel ini. Di sisi lain, perkembangan industri kuliner kini berkembang pesat di Indonesia. Banyak perusahaan yang bergerak di industri kuliner perlu menemukan strategi pemasaran yang tepat untuk bertahan dan berkembang di era digital baru ini. Salah satu strategi pemasaran yang bisa mereka gunakan adalah melalui platform media sosial. Oleh karena itu, penulis ingin meneliti keefektifan media sosial Path dalam mempromosikan industri kuliner di Indonesia. Dalam menganalisa promosi penulis industri kuliner akan menggunakan 7p bauran pemasaran dan beberapa dimensi lainnya dengan harapan agar tesis ini akan memberi wawasan apakah social media Path merupakan platform yang tepat untuk digunakan sebagai alat pemasaran, dan juga dimensi pemasaran apa yang perlu mendapat perhatian lebih untuk diimplementasikan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Novie, NovieUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorLuhukay, Marsefio SevyoneUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: social media Path; culinary industry; media exposure; persuasive communication; marketing mix
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Hamardiati Saptarini
Date Deposited: 16 Oct 2018 07:55
Last Modified: 06 Nov 2018 08:41
URI: http://repository.uph.edu/id/eprint/1667

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