i
ABSTRAK
Andika Reza Pratama, 210111100153, 2014. “KEGIATAN KOMUNIKASI PEMASARAN GEROBAK KOPI JENGGO”. Sebuah
Penelitian Deskriptif Kualitatif Tentang Kegiatan Pemasaran Gerobak
Kopi Jenggo Melalui Media Sosial Twitter. Pembimbing Utama Bapak
Dr. H. Iriana Bakti, M.Si, Pembimbing Pendamping Bapak Anwarsani,
S.Sos., M.I.Kom. Jurusan Hubungan Masyarakat, Fakultas Ilmu
Komunikasi, Universitas Padjadjaran.
Penelitian ini bertujuan untuk mengetahui bagaimana kegiatan komunikasi pemasaran gerobak kopi jenggo melalui Twitter sebagai media promosi, baik alasan penggunaan Twitter, serta bagaimana pelaksanaan kegiatan komunikasi gerobak jenggo melalui Twitter.
Metode yang digunakan dalam penelitian ini adalah metode deskriptif, dengan analisa data kualitatif, pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan studi kepustakaan.
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ABSTRACT
Andika Reza Pratama, 210111100153, 2014 "MARKETING
COMMUNICATION ACTIVITIES OF GEROBAK KOPI JENGGO". A
Descriptive Qualitative Research About Gerobak Kopi Jenggos
Marketing Activity Through Social Media Twitter. Primary Supervisor Dr.
H. Iriana Bakti, M.Si, Supervising Companion Mr. Anwarsani, S.Sos.,
M.I.Kom. Department of Public Relations, Faculty of Communication
Science, Padjadjaran University.
This study aims to determine how the marketing communication
activities of gerobak kopi jenggo through Twitter as a promotional medium, that
is the reason behind the use of Twitter, and how the implementation of
communication activities via gerobak kopi jenggos Twitter account.
The method used in this research is descriptive method with qualitative
data analysis, data collection was conducted through in-depth interviews,
observation, and literature study.
The results of this study indicate that gerobak kopi jenggo that look at
how the main target gerobak kopi jenggo, the young people are very active in
using the social media Twitter, with the implementation of the promotion on
Twitter, it creates a viral marketing effect. Viral effects created through the
chain of conversation in the Twitter timeline on gerobak kopi jenggo, which is
done by the consumers who become followers of Jenggo, it raises awareness
