<> <http://www.w3.org/2000/01/rdf-schema#comment> "The repository administrator has not yet configured an RDF license."^^<http://www.w3.org/2001/XMLSchema#string> .
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<http://digilib.unila.ac.id/id/eprint/60582> <http://purl.org/dc/terms/title> "BRAND IMAGE PAPA TOMS CAFÉ\r\n(STUDI FENOMENOLOGI PAPA TOMS CAFÉ DALAM MEMBANGUN\r\nBRAND IMAGE DI INSTAGRAM)\r\n"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/60582> <http://purl.org/ontology/bibo/abstract> "The objective of this study is to determine motive, meaning and experience of\r\nPapa Toms Café in establishing of brand image at social media Instagram. Papa\r\nToms Café has received the best recommendation and promo from the national\r\nwebsite, namely Traveloka and tripadvisor. This is due to the phenomenon and\r\ndevelopment of social media platform in Indonesian society, so that Papa Toms\r\nCafe utilizes it as a marketing tool to form a brand image at social media\r\nInstagram, This study uses a descriptive analytic method with a phenomenological\r\napproach and Integrated Marketing Communication Theory. In this study,\r\nresearch subjects including the owner of Papa Toms Cafe and three followers of\r\nthe Papa Toms Cafe of Instagram account. The research object of this study is the\r\nprocess of establishing a brand image on Instagram. In this study, the research\r\ninformants were selected using the method of research sampling from purposive\r\nsampling. Research data is obtained from the results of several considerations,\r\nthus this make it easier for researcher to understand the object and condition being\r\nstudied. In this study, data analysis was carried out by means of descriptive data\r\nanalysis, by explaining, describing, and presenting research data based on\r\ncommunication patterns in accordance with theories and concepts. Based on the\r\nresult of this study, it can be concluded that the process of establishing the brand\r\nimage on social media platform, such as Instagram , this Papa Toms Café viewed\r\nbased on some motives, consisting of (1) cause motives, it defined as an attempt\r\nto reach the intended target market, and (2) goal motives, it defined as an attempt\r\nto promote and market the concept of that café in accordance with the vision of\r\nPapa Toms Cafe. When viewed from the meanings formed, (1) Subjective\r\nmeaning, namely as a means of publicity and direct marketing to consumers. (2)\r\nObjective meaning is as a means of forming brand awareness. Meanwhile, from\r\nthe experience it can form a brand image for Papa Toms Cafe so that it is strong\r\nin the market and provided some positive impacts to Papa Toms Cafe, especially\r\nduring the Covid-19 pandemic.\r\nKeywords: brand image; Integrated Marketing Communication; brand awareness,\r\ninstagram\r\n\r\nPenelitian ini dilakukan untuk mengetahui motif, makna dan pengalaman Papa\r\nToms Cafedalam membangun brand image di Instagram. Papa Toms Cafe\r\nmendapatkan rekomendasi dan promo terbaik dari situs nasional yaitu Traveloka\r\ndan Tripadvisor. Perkembangan media sosial di masyarakat Indonesia\r\ndimanfaatkan oleh Papa Toms Cafe sebagai media marketing untuk pembentukan\r\nbrand image terutama melalui Instagram. Penelitian ini menggunakan metode\r\ndeskriptif analitik dengan pendekatan fenomenologi dan teori yang digunakan\r\nadalah teori IMC. Subjek penelitian ini adalah owner Papa Toms Cafe dan tiga\r\norang follower akun IG Papa Toms Cafe. Sedangkan objek penelitiannya adalah\r\nproses membangun brand imagedimedia sosial Instagram. Informan penelitian\r\ndipilih secara purposive sampling, data diperoleh dari hasil pertimbangan tertentu\r\nmisalnya orang tersebut yang dianggap tahu tentang apa yang kita harapkan\r\nsehingga akan memudahkan peneliti menjelajahi objek atau situasi yang diteliti. Analisis data dilakukan dengan cara menjelaskan, menggambarkan, dan\r\nmemaparkan data berdasarkan pola komunikasi sesuai dengan teori dan konsep\r\nyang ada. Dari hasil penelitian diketahui bahwa proses membangun brand image\r\ndimedia sosial instagram pada Papa Toms Cafe dilihat dari motif sebab yaitu\r\nuntuk menjangkau target pasar yang dituju, dan dilihat dari motif tujuan untuk\r\nmempromosikan konsep cafenya sesuai dengan visi Papa Toms Cafe. Dari makna\r\nsubjektif yaitu sebagai sarana publisitas dan directmarketing kepada konsumen,\r\ndan dilihat dari makna objektif ialah sebagai sarana membentuk brand awareness. Sedangkan pengalaman yang didapatkan yaitu membentuk brand image bagi\r\nPapa Toms Cafe sehingga kuat di pasaran. Brand image yang dilakukan Papa\r\nToms Cafe melalui Instagram memberikan keuntungan atau dampak positif\r\nkhususnya pada masa pandemic Covid-19. Kata Kunci : brand image, fenomenologi, brand awareness, instagram"^^<http://www.w3.org/2001/XMLSchema#string> .
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<http://digilib.unila.ac.id/60582/9/medium.jpg> <http://www.w3.org/2000/01/rdf-schema#label> "medium.jpg"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/60582> <http://eprints.org/ontology/hasDocument> <http://digilib.unila.ac.id/id/document/1971762> .
<http://digilib.unila.ac.id/id/document/1971762> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://eprints.org/ontology/Document> .
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<http://digilib.unila.ac.id/id/document/1971762> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971730> .
<http://digilib.unila.ac.id/id/document/1971762> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971730> .
<http://digilib.unila.ac.id/id/document/1971762> <http://eprints.org/relation/issmallThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971730> .
<http://digilib.unila.ac.id/id/document/1971762> <http://eprints.org/ontology/hasFile> <http://digilib.unila.ac.id/60582/10/small.jpg> .
<http://digilib.unila.ac.id/id/document/1971762> <http://purl.org/dc/terms/hasPart> <http://digilib.unila.ac.id/60582/10/small.jpg> .
<http://digilib.unila.ac.id/60582/10/small.jpg> <http://www.w3.org/2000/01/rdf-schema#label> "small.jpg"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/60582> <http://eprints.org/ontology/hasDocument> <http://digilib.unila.ac.id/id/document/1971763> .
<http://digilib.unila.ac.id/id/document/1971763> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://eprints.org/ontology/Document> .
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<http://digilib.unila.ac.id/id/document/1971763> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971763> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971763> <http://eprints.org/relation/islightboxThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971763> <http://eprints.org/ontology/hasFile> <http://digilib.unila.ac.id/60582/11/lightbox.jpg> .
<http://digilib.unila.ac.id/id/document/1971763> <http://purl.org/dc/terms/hasPart> <http://digilib.unila.ac.id/60582/11/lightbox.jpg> .
<http://digilib.unila.ac.id/60582/11/lightbox.jpg> <http://www.w3.org/2000/01/rdf-schema#label> "lightbox.jpg"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/60582> <http://eprints.org/ontology/hasDocument> <http://digilib.unila.ac.id/id/document/1971764> .
<http://digilib.unila.ac.id/id/document/1971764> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://eprints.org/ontology/Document> .
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<http://digilib.unila.ac.id/id/document/1971764> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971764> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971764> <http://eprints.org/relation/ispreviewThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971764> <http://eprints.org/ontology/hasFile> <http://digilib.unila.ac.id/60582/12/preview.jpg> .
<http://digilib.unila.ac.id/id/document/1971764> <http://purl.org/dc/terms/hasPart> <http://digilib.unila.ac.id/60582/12/preview.jpg> .
<http://digilib.unila.ac.id/60582/12/preview.jpg> <http://www.w3.org/2000/01/rdf-schema#label> "preview.jpg"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/60582> <http://eprints.org/ontology/hasDocument> <http://digilib.unila.ac.id/id/document/1971765> .
<http://digilib.unila.ac.id/id/document/1971765> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://eprints.org/ontology/Document> .
<http://digilib.unila.ac.id/id/document/1971765> <http://www.w3.org/2000/01/rdf-schema#label> "BRAND IMAGE PAPA TOMS CAFÉ\r\n(STUDI FENOMENOLOGI PAPA TOMS CAFÉ DALAM MEMBANGUN\r\nBRAND IMAGE DI INSTAGRAM)\r\n (Other)"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/document/1971765> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971765> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971765> <http://eprints.org/relation/ismediumThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971765> <http://eprints.org/ontology/hasFile> <http://digilib.unila.ac.id/60582/13/medium.jpg> .
<http://digilib.unila.ac.id/id/document/1971765> <http://purl.org/dc/terms/hasPart> <http://digilib.unila.ac.id/60582/13/medium.jpg> .
<http://digilib.unila.ac.id/60582/13/medium.jpg> <http://www.w3.org/2000/01/rdf-schema#label> "medium.jpg"^^<http://www.w3.org/2001/XMLSchema#string> .
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<http://digilib.unila.ac.id/id/document/1971766> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971766> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971766> <http://eprints.org/relation/issmallThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971746> .
<http://digilib.unila.ac.id/id/document/1971766> <http://eprints.org/ontology/hasFile> <http://digilib.unila.ac.id/60582/14/small.jpg> .
<http://digilib.unila.ac.id/id/document/1971766> <http://purl.org/dc/terms/hasPart> <http://digilib.unila.ac.id/60582/14/small.jpg> .
<http://digilib.unila.ac.id/60582/14/small.jpg> <http://www.w3.org/2000/01/rdf-schema#label> "small.jpg"^^<http://www.w3.org/2001/XMLSchema#string> .
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<http://digilib.unila.ac.id/id/document/1971767> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/document/1971767> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/document/1971767> <http://eprints.org/relation/islightboxThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
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<http://digilib.unila.ac.id/id/document/1971768> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://eprints.org/ontology/Document> .
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<http://digilib.unila.ac.id/id/document/1971768> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/document/1971768> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/document/1971768> <http://eprints.org/relation/ispreviewThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/eprint/60582> <http://eprints.org/ontology/hasDocument> <http://digilib.unila.ac.id/id/document/1971769> .
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<http://digilib.unila.ac.id/id/document/1971769> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/document/1971769> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/document/1971769> <http://eprints.org/relation/ismediumThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/eprint/60582> <http://eprints.org/ontology/hasDocument> <http://digilib.unila.ac.id/id/document/1971770> .
<http://digilib.unila.ac.id/id/document/1971770> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://eprints.org/ontology/Document> .
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<http://digilib.unila.ac.id/id/document/1971770> <http://eprints.org/relation/isVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/document/1971770> <http://eprints.org/relation/isVolatileVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/document/1971770> <http://eprints.org/relation/issmallThumbnailVersionOf> <http://digilib.unila.ac.id/id/document/1971747> .
<http://digilib.unila.ac.id/id/eprint/60582> <http://www.w3.org/2000/01/rdf-schema#seeAlso> <http://digilib.unila.ac.id/60582/> .
<http://digilib.unila.ac.id/60582/> <http://purl.org/dc/elements/1.1/title> "HTML Summary of #60582 \n\nBRAND IMAGE PAPA TOMS CAFÉ&#13;\n(STUDI FENOMENOLOGI PAPA TOMS CAFÉ DALAM MEMBANGUN&#13;\nBRAND IMAGE DI INSTAGRAM)&#13;\n\n\n" .
<http://digilib.unila.ac.id/60582/> <http://purl.org/dc/elements/1.1/format> "text/html" .
<http://digilib.unila.ac.id/60582/> <http://xmlns.com/foaf/0.1/primaryTopic> <http://digilib.unila.ac.id/id/eprint/60582> .
<http://digilib.unila.ac.id/id/subject/384> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://www.w3.org/2004/02/skos/core#Concept> .
<http://digilib.unila.ac.id/id/subject/384> <http://www.w3.org/2004/02/skos/core#prefLabel> "384 Komunikasi, telekomunikasi" .
<http://digilib.unila.ac.id/id/eprint/60582> <http://purl.org/dc/terms/subject> <http://digilib.unila.ac.id/id/subject/384> .