Putri, Shella Shukma Widarti (2023) ANALISIS STRATEGI ELECTRONIC WORD OF MOUTH MELALUI MEDIA SOSIAL INSTAGRAM @UENO.ID DALAM MEMBANGUN BRAND IMAGE UENO COFFEE MADIUN. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.
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Abstract
ABSTACT ANALYSIS ELECTRONIC WORD OF MOUTH STRATEGY THROUGH INSTAGRAM SOCIAL MEDIA @UENO.ID IN BUILDING UENO COFFEE MADIUN BRAND IMAGE The title of this thesis is Strategy Analysis of Electronic Word of Mouth Through Social Media Instagram @ueno.id in Building the Ueno Coffee Madiun Brand Image. The purpose of this study is to find out how the Electronic Word of Mouth (e-WOM) strategy on Instagram @ueno.id social media is to build a brand image of Ueno Coffee in the city of Madiun. This study uses a qualitative descriptive research method, in which the researcher describes data relating to social conditions, connections between variables that occur, and discovers the emergence of new facts and their consequences for the environment. Data collecting in this study using observation techniques, interviews and documentation. The contents of the discussion were analyzed through the results of interviews and using interpretation. There were 10 informants in this study, of which 3 were from Ueno Coffee Madiun, 5 others were Ueno Coffee customers and 5 others were Instagram followers @ueno.id. The sampling technique in this study used purposive sampling. From the results of the descriptive analysis, data was obtained that Ueno Coffee Madiun had implemented an e-WOM strategy through the social media Instagram @ueno.id by implementing three e-WOM indicators, namely: (1) content, (2) intensity and (3) valence of opinion. In terms of content, the Instagram account @ueno.id always shares information posts about menus, price and quality offers. In e-WOM, intensity is the number of comments written by customers on social media. Valence of opinion can be seen from the positive and negative comments written by consumers on the Instagram account @ueno.id. The results of this study indicate that e-WOM has a very significant role in building a brand image of Ueno Coffee Madiun in society, and it can be concluded that brand image can be formed effectively with three indicators, namely: (1) excellence, (2) strength and (3) uniqueness. Ueno Coffee has the advantage of a varied drink menu with one best seller menu. In terms of strength, Ueno Coffe has an outdoor interior design in the style of a Japanese garden. The uniqueness of Ueno Coffee is the Japanese concept, starting from the brand name, menu name to interior design. Keyword : Electronic Word of Mouth, Instagram, Brand Image, Ueno Coffe Madiun
| Item Type: | Thesis (Skripsi (S1)) |
|---|---|
| Uncontrolled Keywords: | Electronic Word of Mouth, Instagram, Brand Image, Ueno Coffe Madiun |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Faculty of Social Science and Political Science > Department of Communication Science |
| Depositing User: | fisip . userfisip |
| Date Deposited: | 17 Mar 2023 04:16 |
| Last Modified: | 17 Mar 2023 04:16 |
| URI: | http://eprints.umpo.ac.id/id/eprint/11296 |
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