Marketing Strategy of Madilog Coffee Shop using Influencers through Instagram Social Media

Dimas Wibisono(1*),

(1) Management Science Program, Faculty of Economic and Business, Universitas Alma Ata
(*) Corresponding Author




DOI: https://doi.org/10.26858/ja.v7i1.14664

Abstract


Marketing Strategy of Madilog Coffee Shop using Influencers through Instagram Social Media (Case Study at Madilog Coffee Shop). This type of research uses a qualitative research design. The number of informants in this study amounted to 4 people (1 Owner and 3 Visitors). Samples will be obtained by using a purposive sampling technique. Data collection techniques can be done by way of interviews (interviews), and observations (observations), and a combination of the three, directly from respondents selected as a sample, which includes data on the identity of respondents. Based on the results obtained using qualitative analysis, it can be concluded in this study that the reason why the marketing strategy of Madilog Coffee Shop Marketing Using Influencers Through Instagram Social Media switches from conventional ways to Instagram marketing, namely, first because of technological advances using mobile phones, consumers are more often using Instagram social media, secondly by using social media marketing especially Instagram can further reduce marketing costs, Thirdly by utilizing influencers to increase marketing on Instagram, and have a positive impact on the progress of Madilog Coffee Shop using Influencers through Instagram Social Media, finally the role of place variables / place in the marketing mix can make Madilog Coffee Shop Marketing Strategies use Influencers through Instagram Social Media to come back to Madilog Coffee Shop Marketing Strategies using This Influencer Through Social Media Instagram gives and places an attractive place for consumers and the price is also in accordance with the prices of students. The place according to the researchers is less strategic but with advances in technology and promotion strategies that Madilog Coffee Shop.


Keywords


Social Media; Instagram Marketing; Marketing Mix; Influencer

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References


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