Strategi Komunikasi Pemasaran Society Coffee House Purwokerto Melalui Media Sosial

Risma Eka Kurnia; Adhi Iman Sulaiman; Agus Ganjar Runtiko

doi:10.55681/jige.v6i2.3832

Authors

Risma Eka Kurnia Universitas Jenderal Soedirman, Indonesia
Adhi Iman Sulaiman Universitas Jenderal Soedirman, Indonesia
Agus Ganjar Runtiko Universitas Jenderal Soedirman, Indonesia

DOI:

https://doi.org/10.55681/jige.v6i2.3832

Keywords:

Marketing Communication, Social Media, Coffee Shop, Consumer Engagement, Brand Strategy

Abstract

This research analyzes the marketing communication strategies used by Society Coffee House in Purwokerto, focusing on how digital media, specifically Instagram, contributes to brand visibility and consumer engagement. With the rapid increase of coffee shops in the region, Society Coffee House has maintained its position by leveraging various marketing tools. This study employs qualitative methods, including interviews with owners, employees, and consumers, as well as observations and secondary data. Findings show that strategic use of social media, brand positioning, and customer loyalty programs have been key to maintaining competitiveness. The research also suggests that further integration of digital marketing tools and consumer interaction could enhance their market position.

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