UPAYA MARKETING PUBLIC RELATIONS UMKM KULINER MELALUI MEDIA SOSIAL INSTAGRAM DI WILAYAH PONOROGO PADA MASA MPANDEMI COVID-19 (AKUN INSTAGRAM @EATPARTNER)

Nugraheni, Ulfa (2021) UPAYA MARKETING PUBLIC RELATIONS UMKM KULINER MELALUI MEDIA SOSIAL INSTAGRAM DI WILAYAH PONOROGO PADA MASA MPANDEMI COVID-19 (AKUN INSTAGRAM @EATPARTNER). Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

ABSTRACT MARKETING EFFORTS FOR PUBLIC RELATIONS OF CULINARY MSMES THROUGH INSTAGRAM SOCIAL MEDIA IN THE PONOROGO AREA DURING THE COVID-19 PANDEMIC (INSTAGRAM ACCOUNT @EATPARTNER) The development of digital technology is increasingly sophisticated, one of which is Instagram social media. Instagram is one of the media that can be used to brand culinary products during the covid 19 pandemic. The purpose of this study is to find out how the role of Instagram social media as a medium for branding using the 7P marketing mix. This research uses descriptive qualitative research methods, namely research that is directed to provide explanations, facts or events systematically and accurately regarding the nature of research based on the data obtained. This data collection technique uses interview and observation techniques. There were three informants in the study, namely Frendi Aditia Pratama, Dwiki Agus Darmawana, and the head of the street vendor. The results of this study indicate that for culinary product branding efforts require the right marketing mix in order to increase the brand or brand appropriately and increase sales during the covid 19 pandemic. Keywords: Branding, Instagram, Marketing Mix. ABSTRAK UPAYA MARKETING PUBLIC RELATIONS UMKM KULINER MELALUI MEDIA SOSIAL INSTAGRAM DI WILAYAH PONOROGO PADA MASA PANDEMI COVID 19 (AKUN INSTAGRAM @EATPARTNER) Oleh : Ulfa Nugraheni Perkembangan teknologi digital semakin canggih salah satunya media sosial instagram. Instagram adalah salah satu media yang bisa dugunakan untuk melakukan branding produk kuliner pada masa pandemic covid 19. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana peranan media sosial instagram sebagai media untuk branding dengan menggunakan bauran pemasaran 7P. Peneltiian ini menggunakan metode penelitian kualitatif deskriptif, yaitu penelitian yang diarahkan untuk memberikan penjelasan, fakta-fakta atau kejadian-kejadian secara sistematis dan akurat mengenai sifat-saifat penelitian berdasarkan data yang diperoleh. Teknik pengumpulan data ini menggunakan teknik wawancara dan observasi. Informan dalam penelitian berjumlah tiga orang yaitu Frendi Aditia Pratama, Dwiki Agus Darmawana, dan Ketua Pedagang Kaki Lima . Hasil dari penelitian ini menunjukkan bahwa untuk upaya branding produk kuliner membutuhkan bauran pemasaran yang tepat agar dapat meningkatkan brand atau merek secara tepat dan meningkatkan penjualan di masa pandemic covid 19. Kata Kunci : Branding, Instagram, Bauran Pemasaran

Item Type:	Thesis (Skripsi (S1))
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Social Science and Political Science > Department of Communication Science
Depositing User:	fisip . userfisip
Date Deposited:	31 Aug 2021 23:19
Last Modified:	01 Nov 2021 04:09
URI:	http://eprints.umpo.ac.id/id/eprint/6922

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