Strategi Pemasaran Dapur Cup Cup Pekanbaru Menggunakan Influencer Melalui Media Sosial Instagram

Putri, Risa Nadia (2022) Strategi Pemasaran Dapur Cup Cup Pekanbaru Menggunakan Influencer Melalui Media Sosial Instagram. Other thesis, Universitas Islam Riau.

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Abstract

Culinary Business Marketing Strategy Using Influencers Through Instagram Social Media. This type of research uses primary data and secondary data using a qualitative research design. The number of informants in this study amounted to 21 people (1 Owner and 20 Visitors). The sample will be obtained using the Data Questionnaire Technique (for visitors) and the data collection technique carried out by interview (interview) given to the Pekanbaru Kitchen Cup Cup Owner, as well as direct observation of the respondents selected as samples. Based on the results obtained using qualitative analysis, it can be concluded that in this study there are reasons why the Kitchen Cup Cup Pekanbaru marketing strategy switched from the conventional way to Instagram using Influencers, namely, firstly because of technological advances, consumers are more inclined to use Instagram social media, secondly by using social media. Utilizing influencers can further improve marketing on Instagram, and have a positive impact on the progress of the Dapur Cup Cup, according to researchers, the location of the Dapur Cup Cup is quite strategic but with technological advances and promotional strategies through Instagram social media on a regular basis, it can make consumers shop directly to the location.

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