BRAND IMAGE PAPA TOMS CAFÉ (STUDI FENOMENOLOGI PAPA TOMS CAFÉ DALAM MEMBANGUN BRAND IMAGE DI INSTAGRAM)

EMMY MARTIASTIWI, 1726031010 (2021) BRAND IMAGE PAPA TOMS CAFÉ (STUDI FENOMENOLOGI PAPA TOMS CAFÉ DALAM MEMBANGUN BRAND IMAGE DI INSTAGRAM). Masters thesis, Universitas Lampung.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

The objective of this study is to determine motive, meaning and experience of Papa Toms Café in establishing of brand image at social media Instagram. Papa Toms Café has received the best recommendation and promo from the national website, namely Traveloka and tripadvisor. This is due to the phenomenon and development of social media platform in Indonesian society, so that Papa Toms Cafe utilizes it as a marketing tool to form a brand image at social media Instagram, This study uses a descriptive analytic method with a phenomenological approach and Integrated Marketing Communication Theory. In this study, research subjects including the owner of Papa Toms Cafe and three followers of the Papa Toms Cafe of Instagram account. The research object of this study is the process of establishing a brand image on Instagram. In this study, the research informants were selected using the method of research sampling from purposive sampling. Research data is obtained from the results of several considerations, thus this make it easier for researcher to understand the object and condition being studied. In this study, data analysis was carried out by means of descriptive data analysis, by explaining, describing, and presenting research data based on communication patterns in accordance with theories and concepts. Based on the result of this study, it can be concluded that the process of establishing the brand image on social media platform, such as Instagram , this Papa Toms Café viewed based on some motives, consisting of (1) cause motives, it defined as an attempt to reach the intended target market, and (2) goal motives, it defined as an attempt to promote and market the concept of that café in accordance with the vision of Papa Toms Cafe. When viewed from the meanings formed, (1) Subjective meaning, namely as a means of publicity and direct marketing to consumers. (2) Objective meaning is as a means of forming brand awareness. Meanwhile, from the experience it can form a brand image for Papa Toms Cafe so that it is strong in the market and provided some positive impacts to Papa Toms Cafe, especially during the Covid-19 pandemic. Keywords: brand image; Integrated Marketing Communication; brand awareness, instagram Penelitian ini dilakukan untuk mengetahui motif, makna dan pengalaman Papa Toms Cafedalam membangun brand image di Instagram. Papa Toms Cafe mendapatkan rekomendasi dan promo terbaik dari situs nasional yaitu Traveloka dan Tripadvisor. Perkembangan media sosial di masyarakat Indonesia dimanfaatkan oleh Papa Toms Cafe sebagai media marketing untuk pembentukan brand image terutama melalui Instagram. Penelitian ini menggunakan metode deskriptif analitik dengan pendekatan fenomenologi dan teori yang digunakan adalah teori IMC. Subjek penelitian ini adalah owner Papa Toms Cafe dan tiga orang follower akun IG Papa Toms Cafe. Sedangkan objek penelitiannya adalah proses membangun brand imagedimedia sosial Instagram. Informan penelitian dipilih secara purposive sampling, data diperoleh dari hasil pertimbangan tertentu misalnya orang tersebut yang dianggap tahu tentang apa yang kita harapkan sehingga akan memudahkan peneliti menjelajahi objek atau situasi yang diteliti. Analisis data dilakukan dengan cara menjelaskan, menggambarkan, dan memaparkan data berdasarkan pola komunikasi sesuai dengan teori dan konsep yang ada. Dari hasil penelitian diketahui bahwa proses membangun brand image dimedia sosial instagram pada Papa Toms Cafe dilihat dari motif sebab yaitu untuk menjangkau target pasar yang dituju, dan dilihat dari motif tujuan untuk mempromosikan konsep cafenya sesuai dengan visi Papa Toms Cafe. Dari makna subjektif yaitu sebagai sarana publisitas dan directmarketing kepada konsumen, dan dilihat dari makna objektif ialah sebagai sarana membentuk brand awareness. Sedangkan pengalaman yang didapatkan yaitu membentuk brand image bagi Papa Toms Cafe sehingga kuat di pasaran. Brand image yang dilakukan Papa Toms Cafe melalui Instagram memberikan keuntungan atau dampak positif khususnya pada masa pandemic Covid-19. Kata Kunci : brand image, fenomenologi, brand awareness, instagram

Jenis Karya Akhir: Tesis (Masters)
Subyek: 300 Ilmu sosial > 380 Perdagangan, komunikasi, dan transportasi > 384 Komunikasi, telekomunikasi
Program Studi: Fakultas ISIP > Prodi Magister Ilmu Komunikasi
Pengguna Deposit: UPT Anita Ekarini
Date Deposited: 28 Apr 2022 01:22
Terakhir diubah: 28 Apr 2022 01:22
URI: http://digilib.unila.ac.id/id/eprint/60582

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