Penerapan Model of Persuasion dalam Digital Marketing Coffee Shop Tempat Ngupi
DOI:
https://doi.org/10.21009/communications.8.1.4Abstract
Industri coffee shop di Indonesia berkembang pesat, dengan Indonesia menjadi pemimpin pasar kopi modern di Asia Tenggara pada 2023. Di tengah persaingan pasar yang ketat, Tempat Ngupi memanfaatkan digital marketing dengan penerapan teknik persuasi untuk menarik konsumen. Penelitian ini bertujuan mengkaji penerapan model of persuasion dalam digital marketing yang diterapkan pada coffee shop Tempat Ngupi. Teori yang digunakan dalam penelitian ini adalah Model of Persuasion yang menjelaskan proses pembentukan sikap konsumen, yang terdiri dari message argument dan peripheral cues. Pendekatan dari penelitian ini adalah deskriptif kualitatif. Teknik analisis data yang digunakan ialah in-depth interview, dengan mewawanca owner dan digital marketer dari Tempat Ngupi, serta konsumen tetap dan konsumen baru. Hasil penelitian ini membuktikan bahwa Tempat Ngupi mengintegrasikan jalur central dan peripheral dalam Model of Persuasion untuk menciptakan pengalaman pelanggan yang holistik. Dengan memadukan tema unik, pengalaman emosional, dan komunikasi personal, Tempat Ngupi berhasil mendorong loyalitas pelanggan sekaligus menawarkan pendekatan baru bagi bisnis coffee shop lain.
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