scholarly journals Interaksi Simbolik Dalam Sales Promotion Menciptakan Brand Loyalty (Studi Kasus Pengguna Kartu Starbucks Di Jakarta)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 201
Author(s):  
Catherina Siena ◽  
Muhammad Adi Pribadi
Keyword(s):  
Brand Loyalty ◽  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Participant Observation ◽  
Sales Promotion ◽  
Coffee Shop ◽  
Symbolic Interactions ◽  
Symbolic Interaction Theory ◽  
Depth Interviews

Marketing communication of a product is done to improve product quality and introduce products to consumers. Starbucks is a famous coffee shop in Indonesia. This research aims to determine the process of symbolic interaction in the formation of brand loyalty among Starbucks card users. This research uses symbolic interaction theory, brand loyalty and sales promotion. Symbolic interactions play a very important role in increasing consumer brand loyalty. This research uses a qualitative methodology. Data collection in this research was conducted by in-depth interviews and participant observation. The analytical method used in this research is a case study. The results showed that consumer loyalty to Starbucks, so they want to use Starbucks cards occurs because of the quality and promotion of Starbucks. And symbolic interaction is very influential in the process of brand loyalty formation such as promotions, rules and language used. Komunikasi Pemasaran terhadap sebuah produk dilakukan untuk meningkatkan kualitas produk dan memperkenalkan produk kepada konsumen. Starbucks adalah sebuah kedai kopi ternama di Indonesia. Penelitian ini bertujuan untuk mengetahui proses interaksi simbolik dalam pembentukkan brand loyalty diantara para pengguna kartu Starbucks. Penelitian ini menggunakan teori interaksi simbolik, brand loyalty dan sales promotion. Interaksi simbolik berperan sangat penting dalam meningkatkan brand loyalty konsumen. Penelitian ini menggunakan metodologi kualitatif. Pengumpulan data dalam penelitian ini dilakukan dengan wawancara mendalam dan observasi partisipan. Metode analisis yang dipakai dalam penelitian ini adalah studi kasus. Hasil penelitian menunjukkan bahwa keloyalitasan konsumen terhadap Starbucks, sehingga mereka mau menggunakan Starbucks card terjadi karena kualitas dan promosi di Starbucks. Dan interaksi simbolik sangat berpengaruh pada proses pembentukkan brand loyalty itu sendiri seperti promosi, peraturan dan bahasa yang digunakan.

scholarly journals Interaksi Simbolik dalam Kegiatan After Sales di Dealer Nissan (Studi Kasus PT. Wahana Wirawan)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 135
Author(s):  
Alanwari Bulan Putra ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Participant Observation ◽  
Interaction Theory ◽  
Progress Control ◽  
Long Run ◽  
Symbolic Interactions ◽  
Symbolic Interaction Theory

Symbolic interactions are interactions with others where communication and participation play a very important role. Symbolic interaction theory focuses on the importance of self-concepts and perceptions of individuals based on interactions with other individuals. Symbolic interactionism plays an important role in After Sales activities. After sales is one of the activities to satisfy customers on a product. The purpose of After Sales Activities at PT. Nissan Motor Indonesia aims to increase customer satisfaction and add Company Profit. After Sales plays a very important role in the automotive world, because After Sales can maintain good relations in the long run between the Company and Customers. After Sales is in the form of service, warranty and others. PT. Nissan Motor Indonesia is one of the automotive companies that have excellent After Sales. In carrying out activities After Sales Theory of symbolic interaction of mind, self, and society plays an important role. This study uses a qualitative methodology with the Case Study method. Data collection was done by in-depth interviews with a team from PT. Wahana Wirawan,, participant observation, Documentation and archive record. The conclusion of this research is in conducting After Sales activities, PT. Nissan Motor Indonesia has 8 stages consisting of Proactive Contact Program (PCP), Appointment, Reception, Job Progress Control, Service Work, Quality Control, Vehicle Submission, and Follow Up. At this stage there is the Symbolic Interaction theory of Mind, Self, and Society. This After Sales activity or process is to increase Customer Satisfaction.Interaksi Simbolik adalah interaksi dengan orang lain dimana komunikasi dan partisipasi memegang peranan sangat penting. Teori interaksi simbolik berfokus kepada pentingnya konsep diri dan persepsi yang dimiliki individu berdasarkan interaksi dengan individu lainnya. Interaksi simbolik berperan penting dalam kegiatan After Sales. After sales adalah salah satu kegiatan untuk memuaskan pelanggan pada suatu produk. Tujuan Kegiatan After Sales pada PT. Nissan Motor Indonesia bertujuan untuk meningkatkan kepuasan pelanggan dan menambahkan profit perusahaan. After Sales berperan sangat penting di dalam dunia Otomotif, karena After Sales ini dapat menjaga hubungan baik dalam jangka panjang antara Perusahaan dengan Pelanggan. After Sales ini berupa pelayanan Service, Garansi, dan lain-lain. PT. Nissan Motor Indonesia adalah salah satu perusahaan otomotif yang memiliki After Sales sangat baik. Dalam melakukan kegiatan After Sales Teori Interaksi simbolik mind, self, dan society berperan penting. Penelitian ini menggunakan metodologi kualitatif dengan metode Studi Kasus. Pengumpulan data dilakukan dengan wawancara mendalam dengan tim dari PT. Wahana Wirawan, Observasi partisipan, Dokumentasi, dan Rekaman Arsip. Kesimpulan dari penelitian ini adalah dalam melakukan kegiatan After Sales, PT. Nissan Motor Indonesia memiliki 8 tahapan yang terdiri dari Proactive Contact Program (PCP), Appointment, Penerimaan, Job Progress Control, Pekerjaan servis, Kontrol kualitas, Penyerahan kendaraan, dan Follow Up. Pada tahapan tersebut terdapat teori Interaksi Simbolik dari Mind, Self, dan Society. Kegiatan atau proses After Sales ini untuk meningkatkan Kepuasan Pelanggan.

Grandma's Hands: Black Grandmothers Speak about Their Experiences Rearing Grandchildren on Tanf

2005 ◽  
Vol 61 (1) ◽  
pp. 1-19 ◽  
Author(s):  
Tammy L. Henderson ◽  
Jennifer L. Cook
Keyword(s):  
Symbolic Interaction ◽  
Personal Responsibility ◽  
Kinship Care ◽  
Policy Recommendations ◽  
Poor Families ◽  
Multiple Case ◽  
Symbolic Interactions ◽  
Symbolic Interaction Theory ◽  
Black Grandmothers

Based on the guiding principles of the symbolic interactions theory, the authors used symbolic interaction theory to understand the views and meanings attached to welfare, poverty, and poor families, as well as to decipher grandmothers' policy recommendations. The culturally variant perspective provided a conceptual lens that placed grandmothers' adaptive behaviors in a historical, socio-political context. Using Grounded Theory Methods, the authors analyzed 20 personal interviews from a larger multiple-case study that examines the influence of TANF on grandparent-led families in southwest Virginia. Grandparents' views create a continuum of beliefs toward poverty, TANF, and personal responsibility with themes of individualistic, structural, and fatalistic views. They made distinct policy recommendations to remove the penalties attached to kinship care. Kinship care continues to be an adaptive family feature, but Black grandmothers' maintain some of the same societal and familial values as the larger society.

scholarly journals The Things Students Do When They Play Truant

2020 ◽  
Vol 2 (4) ◽  
Author(s):  
Sulusa Habba Salima ◽  
Ketut Prasetyo ◽  
Ali Haidar
Keyword(s):  
Participant Observation ◽  
Case Study Research ◽  
Case Study Approach ◽  
Coffee Shop ◽  
Study Approach ◽  
Left Behind ◽  
Observation Methods ◽  
Academic Grades ◽  
Depth Interviews

This study aims to describe what students do when truant in SMPN 1 Tulangan Sidoarjo. This study uses qualitative research methods with a Case Study approach. Researchers conduct this case study research according to the events in the field by observing students who play truant to a coffee shop, to an internet cafe (internet cafe), etc. This study uses in-depth interviews, and uses participant observation methods. The results showed  the reasons students did truant because they felt bored with the lesson, there was no interest in the lesson, the teacher was less creative, and was not comfortable in how to teach, the students' catch ability was low so they chose to play truant from schools and classrooms so that they become left behind in class lessons and grades drop. they play truant in various ways including asking for permission to go to the bathroom during class but will not return to the class and go to a coffee shop, cafeteria, etc. Based on the results of the study it can be concluded that students who play truant have many different ways and their reasons for truant, so that schools should be more concerned with the situation of students, especially when at school and pay attention to them so that truancy action can be reduced by those who make trespass violations and make them their academic grades did not plummet and could improve again.

Promoting customers’ involvement with service brands: evidence from coffee shop customers

2017 ◽  
Vol 31 (7) ◽  
pp. 733-744 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong (Ally) Lee
Keyword(s):  
Brand Loyalty ◽  
Symbolic Interaction ◽  
Interaction Theory ◽  
Coffee Shop ◽  
Content Type ◽  
Customer Involvement ◽  
Service Brand ◽  
Service Brands ◽  
Involvement Theory ◽  
Symbolic Interaction Theory

Purpose The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds. Design/Methodology/approach This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds. Findings Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty. Research limitations/implications This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty. Practical implications Results suggested what factors could enhance brand loyalty to gain competitive advantages. Originality/value This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

scholarly journals Interaksi Simbolik dalam Perencanaan Komunikasi Pemasaran PT. Microad Indonesia (Studi Etnografi: Systema Solution di Media Sosial)

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 402
Author(s):  
Andre Wijaya ◽  
Muhammad Adi Pribadi
Keyword(s):  
Social Media ◽  
Qualitative Methodology ◽  
Participant Observation ◽  
Document Analysis ◽  
Marketing Communication ◽  
Message Content ◽  
Symbolic Interactions ◽  
Advertising Company ◽  
Communication Planning ◽  
Depth Interviews

Marketing communication activities carried out to be able to increase sales and introduce a brand to the wider community, in the current technological era social media plays an important role in conducting marketing communication. Lots of people use social media, this is an opportunity to do marketing communication through social media. PT. MicroAd Indonesia is an advertising company engaged in digital. PT. MicroAd Indonesia has its own way of marketing communication that is different from other advertising companies. Symbolic interactions also affect the marketing communication of PT. MicroAd Indonesia. This research uses a qualitative methodology with ethnographic methods. Data collection was carried out using participant observation, in-depth interviews with several teams at PT. MicroAd Indonesia, and also document analysis. The conclusion of this study is that there are several stages of marketing communication planning consisting of first meeting with clients, Kick Off, Doing research such as searching for key messages, Content Pillar and Content Mapping and then creating content for on social media such as Instagram, Facebook and Twitter to the final stage that is Monitoring.Kegiatan komunikasi pemasaran dilakukan untuk dapat meningkatkan penjualan dan memperkenalkan sebuah merek kepada masyarakat luas, di era teknologi saat ini media sosial sangat berperan penting dalam melakukan komunikasi pemasaran, Banyak sekali orang-orang yang menggunakan media sosial, ini merupakan suatu kesempatan untuk melakukan komunikasi pemasaran melalui media sosial. PT. MicroAd Indonesia adalah suatu perusahaan periklanan yang bergerak dibidang digital. PT. MicroAd Indonesia memiliki cara tersendiri untuk melakukan komunikasi pemasaran yang berbeda dengan perusahaan periklanan lainnya. Interaksi simbolik juga mempengaruhi komunikasi pemasaran PT. MicroAd Indonesia. Penelitian ini menggunakan metodologi kualitatif dengan metode etnografi. Pengumpulan data dilakukan dengan menggunakan observasi partisipan, wawancara mendalam dengan beberapa tim di PT. MicroAd Indonesia, dan juga analisis dokumen. Kesimpulan dari penelitian ini yaitu terdapat beberapa tahapan perencanaan komunikasi pemasaran yang terdiri dari pertemuan pertama dengan klien, Kick Off, Melakukan riset seperti mencari key message, Content Pillar dan Content Mapping lalu pembuatan konten untuk di media sosial seperti Instagram, Facebook dan Twitter hingga ketahap akhir yaitu adalah Monitoring.

scholarly journals Perencanaan Komunikasi Pemasaran di Masa Pandemi (Studi Kasus Interaksi Simbolik Hann Prawira Fotografi)

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 242
Author(s):  
Karl Vincent ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Target Market ◽  
Marketing Communication ◽  
Organizational Goals ◽  
The Public ◽  
Marketing Activities ◽  
Symbolic Interactions ◽  
Communication Planning ◽  
Depth Interviews

In marketing activities, marketing communication planning plays a role and is applied as a sales and promotion solution for a product to the public which uses several effective and interactive ways and the content of its service products can be felt by all target audiences. Hann Prawira Photography is a service provider company in the form of photography, the service company does photo shoots for Indonesian or foreign artists, not only shooting artists but also working on photo shoots for commercial needs, such as shooting for billboards, websites and others. This communication research focuses on symbolic interactions and has a very important role, in which Hann Prawira Photography uses this symbolic interaction by presenting his work through photography and also the importance of relationships with consumers. This study uses a qualitative methodology with a strategy and case studies. The data were collected using in-depth interviews directly to the founder of Hann Prawira Photography and his team. The conclusion of this research is that it has 8 marketing communication plans, namely, business objectives, target market, competitors, communication themes, tactical, implementation, monitoring, communication channels and evaluation. At all these stages there are symbolic interactions such as organizational goals, to the company's vision and mission.Di dalam kegiatan pemasaran, perencanaan komunikasi pemasaran berperan dan diterapkan sebagai solusi penjualan dan promosi untuk suatu produk kepada masyarakat yang dimana menggunakan beberapa cara yang efektif dan interaktif juga isi produk pelayanannya dapat dirasakan oleh semua target audience. Hann Prawira Fotografi merupakan suatu perusahaan penyedia jasa dalam bentuk fotografi, perusahaan jasa tersebut mengerjakan pemotretan artis indonesia ataupun luar negeri, tidak hanya pemotretan artis tetapi juga mengerjakan pemotretan untuk kebutuhan komersial, seperti pemotretan untuk billboard, website dan lainnya. Penelitian komunikasi ini berfokus pada interaksi simbolik dan mempunyai peran yang sangat penting, yang di mana Hann Prawira Fotografi sangat menggunakan interaksi simbolik ini dengan mempersembahkan karyanya lewat fotografi dan juga pentingnya hubungan dengan konsumen. Penelitian ini menggunakan metodologi kualitatif dengan strategi dan studi kasus. Data-data dikumpulkan menggunakan wawancara mendalam langsung kepada pendiri Hann Prawira Fotografi dan tim. Kesimpulan dari penelitian ini yakni memiliki 8 perencanaan komunikasi pemasaran yaitu, Tujuan bisnis, Target Market, Kompetitor, Tema Komunikasi, Taktis, Implementasi, Monitoring, saluran komunikasi dan Evaluasi. Pada semua tahapan tersebut terdapat interaksi simbolik seperti, tujuan organisasi, sampai visi dan misi perusahaan.

scholarly journals Interaksi Simbolik dan Ekologi Media Dalam Proses Keterlibatan Sebagai Roleplayer

Koneksi ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 36
Author(s):  
Meydhita Stevanny ◽  
Muhammad Adi Pribadi
Keyword(s):  
Symbolic Interaction ◽  
Participant Observation ◽  
Media Ecology ◽  
Qualitative Description ◽  
Research Approach ◽  
Pygmalion Effect ◽  
Library Studies ◽  
Symbolic Interaction Theory ◽  
Depth Interviews

Roleplayer is a game that played by acting as a certain character. Also in roleplaying there is a use of language, symbols and words to interact with each other and human dependence on the use of media when playing is one of the interests for researchers. This study aims to determine the role of symbolic interaction and media ecology in roleplaying games by focusing on out of character on twitter, the theory used in this study is symbolic interaction theory, media ecology theory. The research approach used is qualitative description with ethnographic methods. Researchers collected data by conducting participant observation, in-depth interviews with several roleplayer players out of character and library studies. The conclusion of this study is that individuals are involved in several stages in the process of involvement of someone roleplayer, namely: introduction, finding information, determining character, and starting to play. In roleplayer there is the use of language, certain words and symbols, expectations (Pygmalion effect), and rules in play. Roleplayer adalah permainan yang dimainkan dengan berperan sebagai karakter tertentu. Permainan roleplayer menggunakan bahasa, simbol serta kata-kata untuk saling berinteraksi serta ketergantungan manusia dalam penggunaan media ketika bermain. Penelitian ini bertujuan untuk mengetahui peran interaksi simbolik dan ekologi media dalam permainan roleplayer dengan berfokus pada out of character di media sosial Twitter. Penelitian ini menggunakan teori interaksi simbolik dan ekologi media. Pendekatan penelitian yang digunakan adalah kualitatif deskripsi dengan metode etnografi. Peneliti mengumpulkan data dengan melakukan observasi partisipan, wawancara mendalam dengan beberapa pemain roleplayer out of character dan studi kepustakaan. Kesimpulan dari penelitian ini adalah individu terlibat dalam beberapa tahapan dalam proses keterlibatan seseorang permainan roleplayer yaitu: perkenalan, mencari informasi, menentukan karakter, dan mulai bermain. Di dalam roleplayer terdapat penggunaan bahasa, kata-kata serta simbol-simbol tertentu, harapan-harapan (pygmalion effect), dan peraturan-peraturan dalam bermain.

scholarly journals Peran Interaksi Simbolik dalam Perencanaan Komunikasi Pemasaran di Masa Pandemi (Studi Kasus Kedai Minuman Longtang)

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 323
Author(s):  
Novi Tandriawan ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Research ◽  
Direct Observation ◽  
Symbolic Interaction ◽  
Marketing Research ◽  
Marketing Communication ◽  
Interaction Theory ◽  
Business People ◽  
Symbolic Interaction Theory ◽  
Depth Interviews

With the existence of Covid 19, the business of growing drinks and food is hampered. This makes business people at the beverage shop experience a loss. Therefore, business people must see how to plan in doing marketing properly in order to overcome this and produce good results. Marketing communication can be done in various media. The development of technology today makes it easy and fast for people to get what they are looking for, especially for business people, this is very important and there are no longer obstacles for them to do marketing of their products. In this marketing research, symbolic interaction and communication become interrelated so that one another must work together to facilitate marketing communication. This study uses symbolic interaction theory and the concept of marketing communication. The approach used in this research is qualitative research with a case study strategy. The data was collected by using in-depth interviews, documentation and direct observation. In this study, interactions occur in longtang marketing products because of the interaction and planning of marketing communications that are able to reach consumers to buy.Dengan adanya covid 19 ini, bisnis pertumbuhan minuman dan makanan menjadi terhambat. Hal ini membuat pelaku bisnis pada kedai minuman mengalami kerugian. Maka dari itu, pelaku bisnis harus melihat bagaimana perencanaan dalam melakukan pemasaran dengan benar agar dapat mengatasi hal tersebut dan memberikan hasil yang baik. Komunikasi pemasaran dapat dilakukan dalam berbagai media. Semakin berkembangnya teknologi yang ada di jaman sekarang, membuat masyarakat menjadi mudah dan cepat untuk mendapatkan sesuatu yang dicari, apalagi bagi pelaku bisnis hal tersebut sangatlah penting dan sudah tidak ada lagi penghambat bagi mereka untuk melakukan pemasaran terhadap produk yang dimiliki. Dalam penelitian pemasaran ini, interaksi simbolik dan komunikasi menjadi saling berkaitan sehingga satu dengan yang lainnya harus saling bekerja sama untuk memperlancar komunikasi pemasaran. Penelitian ini menggunakan teori interaksi simbolik dan konsep komunikasi pemasaran. Pendekatan yang digunakan pada penelitian ini adalah penelitian kualitatif dengan strategi studi kasus. Pengumpulan data dilakukan dengan teknik wawancara mendalam, dokumentasi dan observasi langsung. Dalam penelitian ini terjadi interaksi interaksi dalam produk pemasaran longtang karena adanya interaksi dan perencanaan komunikasi pemasaran yang mampu mengjangkau konsumen untuk membeli.

scholarly journals Perencanaan Komunikasi Pemasaran Starbucks Selama Covid-19: Studi Kasus Interaksi Simbolik Starbucks di Perumahan Citra Enam

Prologia ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 67
Author(s):  
Febriyanto Febriyanto ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Participant Observation ◽  
Monitoring And Evaluation ◽  
Marketing Communication ◽  
Economic Sectors ◽  
Business Goals ◽  
The Right ◽  
Depth Interviews

Marketing communication is important especially in determining the success of a product. Starbucks that must be able to struggle in the midst of the COVID-19 pandemic that attacks many economic sectors in the world must set their marketing communication plans to match their initial targets. Although there are many considerations in determining planning in the midst of COVID-19. Starbucks image branch 6 establishes in advance the business objectives, strategy, tactics, rules, monitoring, and evaluation. In this research has a very important role. Determination of the right strategy and also how they set business goals in the midst of a pandemic virus will have an effect on their sales, of course after that they must also carry out monitoring and evaluation to see what they have set. This research uses a qualitative methodology with a case study method. Collecting data in this method by means of in-depth interviews, documentation, archival records and participant observation. In this research, there is an interaction that uses symbols such as regulations and the use of language in daily activities at Starbucks, the sixth image branch, especially in the midst of this co-19 pandemic.Komunikasi pemasaran merupakan hal yang penting terlebih dalam menentukan keberhasilan dari sebuah produk. Starbucks yang harus dapat berjuang di tengah masa pandemic COVID- 19 yang menyerang banyak sektor perekonomian di dunia harus menetapkan perencanaan Komunikasi pemasaran mereka agar sesuai dengan target awal mereka. Walaupun banyak pertimbangan dalam menentukan perencanaan di tengah COVID-19 ini.Starbucks cabang Citra 6 menetapkan terlebih dahulu Tujuan bisnis, Strategi,Taktis, Aturan, Monitoring, dan Evaluasi . Dalam penelitian ini memiliki peran yang sangat penting.Penentuan Strategi yang tepat dan juga bagaimana mereka menetapkan tujuan bisnis di tengah pandemi virus ini akan memberikan dampak ke penjualan mereka, tentu setelah itu mereka harus juga melakukan monitoring dan evaluasi untuk melihat apa yang telah mereka tetapkan. Penelitian ini menggunakan metodologi kualitatif dengan metode studi kasus. Pengumpulan data dalam metode ini dengan cara wawancara mendalam, dokumentasi, rekaman arsip dan observasi partisipan. Dalam penelitian ini terjadi adanya interaksi yang menggunakan simbol-simbol seperti peraturan dan adanya penggunaan bahasa dalam kegiatan sehari-hari di Starbucks cabang Citra Enam terlebih di tengah pandemi covid-19 ini.

scholarly journals Peran Interaksi Simbolik dalam Perencanaan Komunikasi Pemasaran di Era Pandemi (Studi Kasus Kopi Lain Hati Sukasari Bogor)

Prologia ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 45
Author(s):  
Alfari Josita ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Participant Observation ◽  
Daily Activities ◽  
Target Market ◽  
Case Study Method ◽  
Depth Interviews

The purpose of marketing is to introduce a product and increase sales. Another Coffee Hati is one of the franchise business fields that has opened four hundred branches in Indonesia, one of which is Kopi Hati Hati Sukasari Bogor. Managing a business during a pandemic is an interesting thing, where cafe owners must of course have ways to attract consumers and also make consumers still feel safe when buying products at the venue. In running its business, of course Kopi Hati Hati Sukasari Bogor has a strategy that can make its business grow. Of course the strategy includes a review, regulations, promotions, and its target market and before implementing the strategy there are also several things that have been considered such as a first review. In this research has a very important role. This research uses a qualitative methodology with a case study method. Collecting data in this method by means of in-depth interviews, documentation, archival records and participant observation. In this research, there is an interaction that symbolizes symbols such as regulations and the use of language in daily activities at Kopi Hati Hati Sukasari Bogor.Tujuan sebuah pemasaran adalah memperkenalkan suatu produk serta meningkatkan penjualannya. Kopi Lain Hati merupakan salah satu bidang usaha franchise yang telah membuka empat ratus cabang di Indonesia, salah satunya adalah Kopi Lain Hati Sukasari Bogor. Mengelola bisnis di masa pandemi merupakan hal yang menarik, dimana pemilik café tentunya harus mempunyai cara bagaimana menarik konsumen juga membuat konsumen tetap merasa aman ketika membeli produk di tempat tersebut. Dalam menjalankan bisnis nya tentu Kopi Lain Hati Sukasari Bogor mempunyai strategi yang dapat membuat bisnisnya semakin berkembang. Tentunya strategi tersebut meliputi peninjauan, peraturan, promosi, serta target marketnya dan sebelum menjalankan strategi tersebut juga ada beberapa hal yang telah diperhatikan seperti peninjauan terlebih dahulu. Dalam penelitian ini memiliki peran yang sangat penting. Penelitian ini menggunakan metodologi kualitatif dengan metode studi kasus. Pengumpulan data dalam metode ini dengan cara wawancara mendalam, dokumentasi, rekaman arsip dan observasi partisipan. Dalam penelitian ini terjadi adanya interaksi yang melambangkan simbol-simbol seperti peraturan dan adanya penggunaan bahasa dalam kegiatan sehati-hari di Kopi Lain Hati Sukasari Bogor.

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