Penerapan elemen promotion mix melalui penggunaan media sosial instagram Kopi Nako

Tanujaya, Erin Vanya (2024) Penerapan elemen promotion mix melalui penggunaan media sosial instagram Kopi Nako. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan zaman membawa banyak perubahan termasuk dalam dunia pemasaran khususnya promosi termasuk baurannya yang disebut promotion mix. Dewasa ini, promotion mix dapat diterapkan melalui media sosial khususnya media sosial Instagram. Kopi Nako, salah satu brand kedai kopi turut menggunakan media sosial Instagram dalam menerapkan promotion mix. Tujuan dari penelitian ini adalah untuk mencari tahu lebih dalam apakah promotion mix dapat benar diterapkan di media sosial Instagram sebuah brand. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus yang mendalami bagaimana elemen promotion mix diimplementasikan. Metode pengumpulan data yang digunakan dalam penelitian ini adalah wawancara mendalam dengan informan kunci, observasi dan studi kepustakaan. Penelitian ini akan dianalisis dengan merujuk pada teori promotion mix oleh Kotler dan Armstrong. Hasil penelitian menunjukkan bahwa Kopi Nako menerapkan hanya beberapa elemen dari promotion mix secara rutin di media sosial Instagram. Elemen yang diterapkan secara rutin adalah periklanan, promosi penjualan dan hubungan masyarakat, sementara elemen penjualan pribadi dan pemasaran langsung tidak secara rutin diterapkan. Berdasarkan dari hasil penelitian ini, penulis dapat menyimpulkan bahwa tidak seluruh elemen promotion mix dapat dilakukan di media sosial Instagram karena ada beberapa elemen promotion mix yang membutuhkan penjual untuk bertemu langsung dengan konsumennya. / The progression of time brings about manu changes, particularly in the field of marketing, including it’s promotional aspects known as the promotion mix. In today’s era, the promotion mix can be applied through social media, especially on platforms like Instagram. Kopi Nako, a coffee shop brand, also utilizes Instagram as a means to implement the promotion mix. The objective of this research is to delve deeper into whether the promotion mix can indeed be effectively applied on Instagram for a brand. This study employs a qualitative approach with case study method to investigate how the elements of the promotion mix are implemented. Data collections methods include in-depth interviews with key informants, observations, and literature reviews. The analysis of this research will be conducted by referring to the promotion mix theory proposed by Kotler and Armstrong. The research findings indicate that Kopi Nako consistently applies only a few elements of the promotion mix on Instagram. The elements regularly implemented include advertising, sales promotion, and public relations, while personal selling and direct marketing elements are not consistently applied. Based on these results, the conclusion can be drawn that not all elements of the promotion mix can be effectively carried out on Instagram, as certain elements require sellers to meet consumers face-to-face.

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