Branding Coffe Shop With Islamic Values As Marketing Communication Strategy Across Social Media Platform
Keywords:coffee shop, communication strategy, Islamic elements, hashtag, Instagram
Business in the food and beverage industry in Indonesia is growing every year. The sector also makes a significant contribution so that it can increase economic growth in Indonesia. Apart from cafes, coffee shops are one of the most desirable parts of the culinary industry today. Very significant business development is currently happening in the coffee shop industry, which appears in big cities. Al'Cal Coffee is a business engaged in the F&B industry, especially coffee shops. Al'Cal is an Islamic coffee shop founded in 2018 and successfully opened a second branch in Serpong in September 2020. In running its business, each coffee shop must have different marketing communication strategies and activities. This study aims to identify the marketing communication activities carried out by Al'Cal Coffee on Instagram, how Al'Cal Coffee implements the integrated marketing communication strategy, and the Islamic elements contained in Al'Cal Coffee's marketing communication strategy Instagram. This study uses a qualitative descriptive method with primary data from interviews, observations, and documentation. The study results illustrate that there is a match and relationship between the theory of Integrated Marketing Communication Strategy with those in the field. The strategy is carried out starting from the planning, implementation, and evaluation stages.
How to Cite
Copyright (c) 2021 Thalitha Sacharissa Rosyiidiani, Aurelia Syafira Widya
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.