Strategi komunikasi pemasaran media sosial pada nusa Indonesia gastronomy

Aryanto, Octavianus Rizky (2018) Strategi komunikasi pemasaran media sosial pada nusa Indonesia gastronomy. Masters thesis, Universitas Pelita Harapan.

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Abstract

The development of the internet and the development of social media have had such a huge impact on the way humans live and communicate. One of the real changes that occur is how humans carry out tourism activities. Gastronomy as a form of tourism in the culinary field can utilize social media as a promotional medium so that it can be better known by the public. NUSA Indonesian gastronomy as a form of culinary effort that uses gastronomic rules in carrying out its business. This study uses a qualitative approach with case study research methods. Data collection is done by using in-depth interviews, observations, and documentation. Interviews were conducted with several consumers and with NUSA employees Indonesian Gastronomy especially with the restaurant marketing department. The results showed that the social media marketing communication strategy used as a media for promoting culinary business in the context of gastronomic tourism demanded creativity in the production of content to attract the attention of netizens. The use of relations as a function of collaboration with similar communities, influencers, and public figures in cyberspace greatly helps to get greater attention in cyberspace. The information content of a culinary product as a gastronomic tourism must contain information about the origin, culture, how to process, and the order of the culinary products. / Perkembangan internet dan perkembangan media sosial membawa dampak yang begitu besar bagi cara manusia hidup dan berkomunikasi. Salah satu perubahan yang nyata terjadi adalah bagaimana manusia melakukan kegiatan pariwisata. Gastronomi sebagai salah satu bentuk pariwisata dalam bidang kuliner dapat memanfaatkan media sosial sebagai media promosi agar dapat semakin dikenal oleh masyarakat. NUSA Indonesian Gastronomy sebagai salah satu bentuk usaha kuliner yang menggunakan kaidah gastronomi dalam menjalankan usahanya. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus. Pengumpulan data dilakukan dengan teknik wawancara mendalam, observasi, dan dokumentasi. Wawancara dilakukan dengan beberapa konsumen dan dengan karyawan NUSA Indonesian Gastronomy khususnya dengan bagian pemasaran restoran tersebut. Hasil penelitian menunjukan bahwa strategi komunikasi pemasaran media sosial yang digunakan sebagai media promosi usaha kuliner dalam konteks wisata gastronomi menuntut kreatifitas dalam produksi konten untuk menarik atensi netizen. Pemanfaatan relasi sebagai fungsi kolaborasi dengan komunitaskomunitas sejenis, influencers, dan figur publik di dunia maya sangat membantu mendapatkan atensi yang lebih besar di dunia maya. Muatan informasi suatu produk kuliner sebagai wisata gastronomi harus memuat informasi mengenai asalusul, budaya, cara mengolah, dan tata hidang dari produk kuliner tersebut.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Aryanto, Octavianus RizkyUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSimangunsong, Benedictus ArnoldUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: gastronomy ; culinary ; promotion ; social media ; strategy ; communication
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 15 not found.
Date Deposited: 06 Nov 2019 03:59
Last Modified: 06 Nov 2019 03:59
URI: http://repository.uph.edu/id/eprint/4966

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