Implementasi strategi marketing public relations Scarlett's Cafe pada Instagram = Implementations marketing public relations strategi on Instagram Scarlett's House

Zona, Ovi Ria (2024) Implementasi strategi marketing public relations Scarlett's Cafe pada Instagram = Implementations marketing public relations strategi on Instagram Scarlett's House. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dewasa ini, penggunaan media sosial sangat berkembang pesat, khususnya media sosial Instagram yang digunakan sebagai alat utama dalam komunikasi dan melakukan strategi pemasaran bagi bisnis kuliner, seperti Scarlett’s Cafe Jakarta. Kafe ini memiliki 120 ribu pengikut di media sosial instagram sehingga Scarlett’s Cafe sangat memanfaatkan platform tersebut sebagai media pemasaran produk secara visual untuk menarik minat pelanggan. Namun, seringkali ditemukan permasalahan seperti upaya pemasaran yang belum sejalan dengan kualitas layanan yang diberikan kepada pelanggan. Penelitian ini bertujuan untuk mengetahui implementasi strategi marketing public relations Scarlett’s Cafe pada Instagram. Penelitian ini menggunakan metode penelitian kualitatif. Teknik pengumpulan data dilakukan dengan wawancara, observasi, dan dokumentasi. Analisis data menggunakan teknik filling system. Hasil penelitian menunjukkan bahwa Scarlett’s Cafe telah berhasil memanfaatkan Instagram sebagai media sosial dalam meningkatkan interaksi dengan pelanggan dan memperluas pasar. Strategi pemasaran yang digunakan seperti konten visual menarik, interaksi aktif dengan pengikut, dan promosi khusus melalui Instagram telah memberikan dampak positif terhadap citra dan popularitas kafe tersebut. Strategi Marketing Public Relations (MPR) yang dilakukan Scarlett’s Jakarta melalui Instagram terbukti efektif dalam meningkatkan hubungan dan minat pelanggan. / Nowadays, the use of social media is growing rapidly, especially Instagram social media which is used as the main tool in communication and marketing strategies for culinary businesses, such as Scarlett's Cafe Jakarta. The cafe has 120,000 followers on Instagram, so Scarlett's Cafe utilizes the platform as a visual product marketing medium to attract customers. However, problems are often found such as marketing efforts that are not in line with the quality of service provided to customers. This research aims to find out of how Implementations Scarlett's Cafe's marketing public relations through Instagram. This research uses qualitative research methods. Data collection techniques were carried out by interview, observation, and documentation. Data analysis uses the filling system technique. The results showed that Scarlett's Cafe has successfully utilized Instagram as social media in increasing interaction with customers and expanding the market. The marketing strategies used such as attractive visual content, active interaction with followers, and special promotions through Instagram have had a positive impact on the image and popularity of the cafe. Scarlett's Jakarta's Marketing Public Relations (MPR) strategy through Instagram has proven to be effective in improving customer relations and interest.

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