International Journal of Social Science and Business: Point Coffee’s Digital Communication Strategies Through Post Feeds Instagram @Pointcoffeeid
DOI:
https://doi.org/10.23887/ijssb.v5i4.37452Keywords:
Media Social, Instagram, Communication Strategy, Point Coffee, Social StrategyAbstract
Many new brands are starting to enter the coffee business, one of which is Point Coffee. The emergence of a new coffee shop makes every business person compete to create an attractive brand image and unit to attract consumers' attention. Many coffee choices provide an alternative to buyers in determining purchasing decisions for the products to be used. Marketing is one way to increase product purchases, viz. In marketing, Point Coffee uses Instagram @pointcoffeeid. This article discusses how Point Coffee's digital communication strategy is implemented in @pointcoffeeid's Instagram post feed. This study analyses the Point Coffee digital communication strategy applied to the Instagram @pointcoffeeid Inpost Feed. The research method used is descriptive qualitative using netnographic methods. This analysis was carried out on Instagram content as a data source. The primary data in this study is the post feed content with 155 posts on the @pointcoffeeid Instagram feed. The data analysis technique used is descriptive qualitative and quantitative analysis. The results showed that Point Coffee carried out a digital communication strategy with awareness campaigns, promotions, collaborations, user-generated content campaigns, and product information. Point Coffee applies a photo posting strategy with a carousel. It is used to collaborate with existing strategies so that Point Coffee ensures product sales so that it can increase awareness and interaction between followers and the @pointcoffeid account.
References
Agustinus, A., & Junaidi, A. (2020). Pengaruh Sosial Media (Instagram) dalam Meningkatkan Brand Awareness Kopi Kenangan. Prologia, 4(2), 339. https://doi.org/10.24912/pr.v4i2.6605.
Ardhanariswari, K. A., Wijayani, A., Probosari, N., Pertanian, F., Dagang, M., Intelektual, K., & Situasi, A. (2020). Strategi Branding Melalui Sosial Media Dan Perlindungan HKI pada UMKM Kopi Wonogiri. Prosiding Seminar Nasional Ke 6 LPPM UPN “Veteran” Yogyakarta, 57–66.
Aripradono, H. W. (2020). Penerapan Komunikasi Digital Storytelling Pada Media Sosial Instagram. Teknika, 9(2). https://doi.org/10.34148/teknika.v9i2.298.
Atiko, G., Sudrajat, R. H., & Nasionalita, K. (2016). Analisis Strategi Promosi Pariwisata Melalui Media Sosial Oleh Kementerian Pariwisata RI (Studi Deskriptif Pada Akun Instagram @Indtravel). Jurnal Sosioteknologi, 15(3), 378–389. https://doi.org/10.5614/sostek.2016.15.3.6.
Birim, B. (2016). Evaluation of Corporate Social Responsibility and Social Media as Key Source of Strategic Communication. Procedia - Social and Behavioral Sciences, 235. https://doi.org/10.1016/j.sbspro.2016.11.026.
Chu, S.-C., Chen, H.-T., & Gan, C. (2020). Consumers’ engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United States. Journal of Business Research, 110. https://doi.org/10.1016/j.jbusres.2020.01.036.
Diansyah, & Nurmalasari, A. I. (2017). Pengaruh Pemasaran Internet Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Kesadaran Merek Sebagai Variabel Intervening Pada Mahasiswa Universitas 17 Agustus 1945 Jakarta. Journal of Business Studies, 2(1), 84–98.
Fibriyanti, N. A., & Hukama, L. D. (2021). Niat beli ulang mahasiswa terhadap kopi berkonsep coffee-to-go shop. Jurnal Manajemen Maranatha, 20(2), 185–196. https://doi.org/10.28932/jmm.v20i2.3574.
Fithriya, D. N. L. (2020). Capaian Unggahan Konten Akun Instagram Gembira Loka Zoo (Glzoo) Yogyakarta Terhadap Online Engagement Pada Masa Pandemi Covid-19. Jurnal Sosiologi Reflektif, 15(1). https://doi.org/10.14421/jsr.v15i1.1980.
Gon, M. (2021). Local experiences on Instagram: Social media data as source of evidence for experience design. Journal of Destination Marketing & Management, 19. https://doi.org/10.1016/j.jdmm.2020.100435.
Han, B., & Han, B. (2016). Social Media Burnout : Definition , Measurement Instrument , and Why We Care Social Media Burnout : Definition , Measurement Instrument , and Why We Care. Journal of Computer Information Systems, 00(00), 1–9. https://doi.org/10.1080/08874417.2016.1208064.
Han, H., Nguyen, H. N., Song, H., Chua, B.-L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72. https://doi.org/10.1016/j.ijhm.2017.12.011.
Ievansyah, I., & Sadono, T. P. (2018). Personal Branding Dalam Komunikasi Selebritis (Studi Kasus Personal Branding Alumni Abang None Jakarta Di Media Sosial “Instagram”). Bricolage : Jurnal Magister Ilmu Komunikasi, 4(02), 149. https://doi.org/10.30813/bricolage.v4i02.1658.
Ilhami, F., Santoso, H., & Setyabudi, D. (2014). Pengaruh Terpaan Pemberitaan Politik di Media Online dan Terpaan Pesan Iklan Kampanye Politik di Media Televisi Terhadap Elektabilitas Partai Hanura. Jurnal ILMU KOMUNIKASI, 2(2), 1–94.
Isa Mulyadi, A., & Zuhri, S. (2020). Analisis Strategi Brand Image Kedai Kopi “MOENG KOPI” Melalui Media Sosial Instagram. Jurnal Ilmu Komunikasi, 10(2), 109–124. https://doi.org/10.15642/jik.2020.10.2.109-124.
Johnson, A., Khan, S., & Koo, E. B. (2021). Social media and vision therapy: Perspectives of providers and patients on Instagram. Journal of American Association for Pediatric Ophthalmology and Strabismus, 25(3). https://doi.org/10.1016/j.jaapos.2020.11.023.
Juwita, R. (2017). Media Sosial dan Perkembangan Komunikasi Korporat. Jurnal Penelitian Komunikasi, 20(1). https://doi.org/10.20422/jpk.v20i1.136.
Kang, J., Tang, L., Lee, J. Y., & Bosselman, R. H. (2012). Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity. International Journal of Hospitality Management, 31(3). https://doi.org/10.1016/j.ijhm.2011.09.017.
Kurnia, F. M., & Afrianto, I. (2020). Pembangunan Aplikasi Transaksi Menu Di Kedai XYZ Kopi Menggunakan QR-Code Dan One Time Password Berbasis E-Wallet. Matrix: Jurnal Manajemen Teknologi Dan Informatika, 10(3). https://doi.org/10.31940/matrix.v10i3.1919.
Kurnianto, Y. T. R. I., Kurnianto, Y. T. R. I., Sebagai, I., Promosi, M., & Minuman, P. (2020). Pemanfaatan Media Sosial Instagram Sebagai Media Promosi Pemasaran Minuman Di Banjarbaru ( Studi Pada Akun Instagram @ tempatbiasa . kopi ).
Lai, C., & Tai, C.-P. (2021). Types of social media activities and Hong Kong South and Southeast Asians Youth’s Chinese language learning motivation. System, 97. https://doi.org/10.1016/j.system.2020.102432.
Longobardi, C., Settanni, M., Fabris, M. A., & Marengo, D. (2020). Follow or be followed: Exploring the links between Instagram popularity, social media addiction, cyber victimization, and subjective happiness in Italian adolescents. Children and Youth Services, 113. https://doi.org/10.1016/j.childyouth.2020.104955.
MacLachlan, M., Banes, D., Bell, D., Borg, J., Donnelly, B., Fembek, M., Ghosh, R., Gowran, R. J., Hannay, E., Hiscock, D., Hoogerwerf, E. J., Howe, T., Kohler, F., Layton, N., Long, S., Mannan, H., Mji, G., Odera Ongolo, T., Perry, K., … Hooks, H. (2018). Assistive technology policy: a position paper from the first global research, innovation, and education on assistive technology (GREAT) summit. Disability and Rehabilitation: Assistive Technology, 13(5), 454–466. https://doi.org/10.1080/17483107.2018.1468496.
Marasabessy, A. I. (2021). Membangun Bisnis Di Masa Pandemi Covid-19 (Studi Kasus Pada Kedai Kopi “MM” Di Kota Ambon). Jurnal Bisnis Dan Kewirausahaan, 17(2). https://doi.org/10.31940/jbk.v17i2.2338.
Marta, R. F., Fernando, J., & Simanjuntak, R. F. (2019). Eksplikasi Kualitas Konten Peran Keluarga Pada Instagram @Kemenpppa. ETTISAL : Journal of Communication. https://doi.org/10.21111/ejoc.v4i2.3702.
Marta, R. F., & William, D. M. (2016). Studi Terpaan Media Pemasaran Melalui Posting Instagram Terhadap Ekuitas Merek Pelanggan Sumoboo! (Analisis Eksplanatif pada Komunitas Food Blogger #WTFoodies). Jurnal Komunikasi, 8(1). https://doi.org/10.24912/jk.v8i1.50.
Maryani, D. Y., Rochdiani, D., & Setia, B. (2020). Strategi Pengembagan Bisnis Kedai Kopi“Ai Coffee” Di Desa Pakemitan Kecamatan Ciawi Kabupaten Tasikmalaya. Jurnal Ilmiah Mahasiswa, 7(3). https://doi.org/10.25157/jimag.v7i3.4007.
Mulyaputri, V. M., & Sanaji, S. (2021). Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli Merek Kopi Kenangan di Kota Surabaya. Jurnal Ilmu Manajemen, 9(1), 91. https://doi.org/10.26740/jim.v9n1.p91-101.
Naingolan, Yunita, M. Z. dan F. A. (2018). Penggunaan Media Sosia Instagram Untuk Menunjang Peran Duta Wisata 2016-2017 Dalam Mempromosikan Pariwisata Kalimantan Timur. E-Journal Ilmu Komunikasi, Volume 6(No 3), 136–148.
Noval, T. M., Soegoto, A. S., & Ogi, I. W. J. (2018). Pengaruh Ekuitas Merek Dan Strategi Penetapan Harga Terhadap Nilai Pelanggan Boulevard D’Coffee Aceh. Jurnal EMBA, 6(4), 2958–2967. https://doi.org/10.35794/emba.v6i4.21204.
Paramita, S., & Irena, L. (2020). Retorika Digital dan Social Network Analysis Generasi Milenial Tionghoa melalui Youtube. Jurnal Komunikasi, 12(1), 137. https://doi.org/10.24912/jk.v12i1.7558.
Perea, D., Bonsón, E., & Bednárová, M. (2021). Citizen reactions to municipalities’ Instagram communication. Government Information Quarterly, 38(3). https://doi.org/10.1016/j.giq.2021.101579.
Pertiwi, F., & Irwansyah, I. (2020). Personal Branding Ria Ricis pada Media Sosial Instagram. Jurnal Penelitian Komunikasi, 23(1). https://doi.org/10.20422/jpk.v23i1.631.
Prajarini, D., & Sayogo, D. (2021). Pengaruh Desain Post Instagram Terhadap Minat Pembelian Produk Umkm Kedai Kopi Di Kabupaten Sleman. Andharupa: Jurnal Desain Komunikasi Visual & Multimedia, 7(1). https://doi.org/10.33633/andharupa.v7i01.4139.
Priadana, A., & Murdiyanto, A. W. (2020). Analisis Waktu Terbaik untuk Menerbitkan Konten di Instagram untuk Menjangkau Audiens. Jurnal Penelitian Pers Dan Komunikasi Pembangunan, 24(1). https://doi.org/10.46426/jp2kp.v24i1.118.
Puspa, R., & Hardiyanti, N. Y. (2021). Coffee Culture Di Indonesia: Pola Konsumsi Konsumen Pengunjung Kafe, Kedai Kopi Dan Warung Kopi Di Gresik. Jurnal Media Dan Komunikasi, 2(1). https://doi.org/10.20473/medkom.v1i2.26380.
Rachman, R. A. (2019). Analisis Social Strategy Akun iPusnas Pada Media Sosial Instagram Sebagai Media Promosi Bagi Generasi Milenial. February, 736–746.
Rahardjo, B. (2020). Analysis and strategy for improving Indonesian coffee competitiveness in the international market. Bisnis Dan Management, 12(2). https://doi.org/110.26740/bisma.v12n2.p154-167.
Reilly, A. H., & Hynan, K. A. (2014). Corporate communication, sustainability, and social media: It’s not easy (really) being green. Business Horizons, 57(6). https://doi.org/10.1016/j.bushor.2014.07.008.
Renaldi, D., & Gunardi. (2021). Pengaruh Layanan Go Food dan Penetapan Harga Terhadap Volume Penjualan di PT Evismandalia Anugrah (Kopi Kohi). Jurnal Fair Value, 4(1), 194–203. https://doi.org/10.32670/fairvalue.v4i1.503.
Rewindinar, Triputra, P., & Napitupulu, F. (2020). Hashtag Construction as Product of Symbolic Convergence: Berger and Luckmann’s Approach. Journal of Education, Society and Behavioural Science, 33(11), 1–14. https://doi.org/10.9734/jesbs/2020/v33i1130267.
Rose, T., & Nofiyanti, F. (2020). Citra Merek Terhadap Minat Beli Konsumen Kopi Kekinian di Jakarta. LITERATUS. https://doi.org/10.37010/lit.v2i1.33.
Sadikin, A., & Hakim, N. (2019). Pengembangan Media E-Learning Interaktif Dalam Menyongsong Revolusi Industri 4.0 Pada Materi Ekosistem Untuk Siswa SMA. Biodik, 5(2), 131–138. https://doi.org/10.22437/bio.v5i2.7590.
Saputro, R. Y., Paramita, P. D., & Warso, M. M. (2016). Pengaruh Brand Awareness, Perceived Quality, dan Price Terhadap Keputusan Pembelian Honda Vario 125 di Dealer Astra Honda Semarang. Journal of Management.
Sari, W. P. (2020). Studi Fenomenologi Penyelarasan Makna dan Pengalaman Penikmat Warung Kopi di Ambon. Jurnal Komunikasi, 12(1). https://doi.org/10.24912/jk.v12i1.7417.
Shahroom, A. A., & Hussin, N. (2018). Industrial Revolution 4.0 and Education. International Journal of Academic Research in Business and Social Sciences, 8(9). https://doi.org/10.6007/IJARBSS/v8-i9/4593.
Sihombing, F. N., Supriana, T., & Ayu, S. F. (2021). Identifying the Factors Contributing to the Volume of Coffee Export from North Sumatra to the United States, Malaysia and Japan. Journal of Sustainable Development Education and Research, 14(2). https://doi.org/10.20961/carakatani.v36i1.43357.
Sitanggang, H. B. N., & Dharmawan, A. (2016). Strategi Marketing Hary Tanoesoedibjo dalam Usaha Membangun Personal Branding Politik. Jurnal Penelitian Pers Dan Komunikasi Pembangunan, 20(1), 49–62. https://doi.org/10.46426/jp2kp.v20i1.43.
Surijah, E. A., Kirana, C. T., Wahyuni, N. P. J. D., Yudi, P. C., & Astini, N. K. B. (2017). Membedah Instagram: Analisis Isi Media Sosial Pariwisata Bali. Intuisi : Jurnal Psikologi Ilmiah, 9(1), 1–17. https://doi.org/10.15294/intuisi.v9i1.9560.
Teguh, M., & Ciawati, S. T. (2020). Design of Digital Marketing Communication Strategy for the Hospitality Industry to Answer the Postmodern Era Challenges. Bricolage : Jurnal Magister Ilmu Komunikasi, 6(1), 51–64. https://doi.org/10.30813/bricolage.v6i01.2067.
Vendemia, M. A., DeAndrea, D. C., & Brathwaite, K. N. (2021). Objectifying the body positive movement: The effects of sexualizing and digitally modifying body-positive images on Instagram. Body Image, 38. https://doi.org/10.1016/j.bodyim.2021.03.017.
Widiyanti, D., & Harti, H. (2021). Pengaruh Self-Actualization Dan Gaya Hidup Hangout Terhadap Keputusan Pembelian Di Kedai Kopi Kekinian Pada Generasi Milenial Surabaya. Jurnal Manajemen Pemasaran, 15(1), 50–60. https://doi.org/10.9744/pemasaran.15.1.50-60.
Yatsenko, Y., & Hritonenko, N. (2020). Optimal asset replacement: Profit maximization under varying technology. International Journal of Production Economics, 228. https://doi.org/10.1016/j.ijpe.2020.107670.
Zheng, B., Liu, H., & Davison, R. M. (2018). Exploring the relationship between corporate reputation and the public’s crisis communication on social media. Public Relations Review, 44(1). https://doi.org/10.1016/j.pubrev.2017.12.006.
