Marketing Communication Strategy for Warung Makan Madun Oseng Nyak Kopsah Through the Tiktok Social Media Account @madunosengoseng in Promoting Authentic Indonesian Culinary
DOI:
https://doi.org/10.37826/spektrum.v12i1.632Keywords:
Marketing Communication Strategy, IMC, Promotion, Social Media, Indonesian CulinaryAbstract
Indonesian culinary is the result of multicultural culture spread across 38 provinces. One of the interesting Indonesian culinary delights is typical Betawi culinary delights, namely Warung Madun Oseng Nyak Kopsah, a food stall that serves typical Betawi menus and other home-cooked dishes. The stall, which was started in 1997, is now innovating by using TikTok social media as its promotional medium. This research aims to analyze the Marketing Communication Strategy through the Tiktok Account @madunosengoseng in Promoting Authentic Indonesian Culinary. This research uses Integrated Marketing Communication theory. The research method used is a qualitative descriptive method with data collection carried out by means of observation, interviews, documentation and online search. The results of this research show that the marketing communication strategy carried out through the tiktok account @madunosengoseng, with content whose theme contains eight elements of integrated marketing communication, provides information about the food menu, and also presents content that is entertaining in nature. One of the entertaining content is the appearance of the "viral" figure of Nyak Kopsah. The promotional strategy carried out through the TikTok account @madunosengoseng has succeeded in making Betawi culinary specialties known and popular with the wider community
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Cangara, H. (2014). Pengantar Ilmu Komunikasi, Jakarta : Raja Grafindo Persada.
Content Marketing Institute, 2015. What is Content Marketing?. [online] Available at: http://contentmarketinginstitute.com/what-is-content-marketing/
Cook, W.A. (2004) Editorial: IMC’s fuzzy picture: breakthrough or breakdown? Journal of Advertising Research, 44 (1), 1–2.
Damayanti, T., & Gemiharto, I. (2019). Kajian Dampak Negatif Aplikasi Berbagi Video Bagi Anak-Anak Di Bawah Umur Di Indonesia. Communication, 10 (1), April 2019 April, 1–15. http://dx.doi.org/10.36080/comm.v10i1.809
Databoks. (20 Juni 2022). BPS: 71,74 % Usaha Makanan & Minuman di Indonesia Gunakan Media Online untuk Promosi https://databoks.katadata.co.id/datapublish/2022/06/20/bps-7174-usaha-makanan-minuman-di-indonesia-gunakan-media-online-untuk-promosi. Bandingkan dengan https://goodstats.id/article/lebih-dari-10000-usaha-kuliner-ada-di-indonesia-bagaimana-statistiknya-OTIU5
Dewa, C. B., dan Safitri, L. A. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19. Khasanah Ilmu: Jurnal Pariwisata Dan Budaya, 12 (1). doi:https://doi.org/10.31294/khi.v12i1.10132
Flew, T. (2008). An Introduction (3rd edition). Sount Melbourne. Oxford University Press.
Grove, S.J., Carlson, L., and Dorsch, M.J. (2002) Addressing Services’ intangibility through integrated marketing communication: an exploratory study. The Journal of Services Marketing, 16 (5), 393–411. https://doi.org/10.1108/08876040210436876
Gobel, V. S. J., Mingkid, E., & Waleleng, G. J. (2017) Analisis Komunikasi Pemasaran Satuan Penugasan Pariwisata Di Provinsi Sulawesi Utara (Studi Pada Program Kunjungan 10.000 Turis Tiongkok). e-journal “Acta Diurna, 6 (1).
Hakim, H. I, Ohorella, N. R., & Prihantoro, E. (2020). Strategi Komunikasi Pemasaran Angkringan Khulo Melalui Media Sosial Instagram. Jurnal Ilmu Komunikasi. 1 (2). https://doi.org/10.54259/mukasi.v1i2.802
Jakarta.go.id. (18 April 2018). Betawi, suku. https://dinaskebudayaan.jakarta.go.id/encyclopedia/blog/2018/04/Betawi-Suku
1. Kemenperin. (11 Nopember 2022). Industri Makanan dan Minuman Tumbuh 3,57% di Kuartal III-2022. https://kemenperin.go.id/artikel/23696/Kemenperin:-Industri-Makanan-dan-Minuman-Tumbuh-3,57-di-Kuartal-III-2022
Kitchen, P.J., Brignell, J., Lit, T., and Jones, G.S. (2004) The emergence of IMC: a theoretical perspective. Journal of Advertising Research, 44 (1), 19–30 https://doi.org/10.1017/S0021849904040048
Koentjaraningrat. (1996). Pengantar Antropologi Jilid I, Jakarta. Rineka Cipta.
Kominfo: Blokir Tik Tok Hanya Sementara (4 Juli 2018). https://www.kominfo.go.id/content/detail/13332/kominfo-blokir-tik-tok-hanya-sementara/0/sorotan_media?a=VP20891D
Kotler, P., & Keller, K, L. (2008). Manajemen Pemasaran, Jilid 1 & 2. Jakarta. Penerbit Erlangga.
Kotler, P., & Keller, K. L. (2016) Marketing Management. Person. India
Lucia, R. H., Kawatak, S. Y., Saerang, D. P. E., Maramis, J. B., Worang, F. G., Wenas, R. S. (2022). Mempromosikan Kuliner Khas Kota Manado Pada Media Sosial Di Masa Tatanan Normal Baru Promoting Manado City’s Indigenous Culinary On Social Media During The New Normal Era. Jurnal EMBA. 10 (2). 1013-1021. https://doi.org/10.35794/emba.v10i2.41308.
Marketing-Schools.org, 2016. Inbound Marketing - Explore the Strategy of Inbound Marketing. [online] Available at:< http://www.marketing-schools.org/types-of-marketing/inbound-marketing.html
McGrath, J.M. (2005) A pilot study testing aspects of the integrated marketing communications concept. Journal of Marketing Communications, 11 (3), 1–20. https://doi.org/10.1080/1352726042000333199
Musyaffa, N. Q., Dunan, A. (2019). Strategi Komunikasi Pemasaran Popolo Coffee Melalui Akun Instagram. Jurnal Diakom. 2 (2). 159-166. https://doi.org/10.17933/diakom.v2i2.59
Panuju, Redi. (2019). Komunikasi Pemasaran Pemasaran sebagai Gejala Komunikasi Komunikasi sebagai Strategi Pemasaran, Edisi Pertama. Jakarta. Kencana.
Putri, S. D., dan Azeharie, Suzy. (2021) Strategi Pengelolaan Komunikasi dalam Membentuk Personal Branding di Media Sosial Tiktok. Jurnal Koneksi. 5 (2), 280-288. https://doi.org/10.24912/kn.v5i2.10300
Rachmawati, Hilda. (2021). Komunikasi Merek di Media Sosial & Penerapannya Pada TV Berita, Yogyakarta. Deepublish Publisher.
Saidi, Ridwan. (1997). Profil Orang Betawi. asal muasal, kebudayaan, dan adat istiadatnya. Jakarta: PT. Gunara Kata.
Satori, Djam’an, & Komariah, Aan. (2011). Metodologi Penelitian Kualitatif. Bandung: PT. Alfabeta.
Schultz, D.E. (1993) We simply can’t afford to go back to mass marketing. Marketing News, 27 (4), 20.
Schultz, D.E. (2004) IMC receives more appropriate definition. Marketing News, 38 (15), 8–9.
Schultz, D.E., Tannenbaum, S.I., and Lauterborn, R.F. (1993) Integrated Marketing Communications, NTC Publishing Group, Lincolnwood (Chicago).
Silviani, I., Darus, P. (2021). Strategi komunikasi Pemasaran Menggunakan Teknik Integrated Marketing Communication (IMC). Surabaya. Scopindo.
Soemanagara, Rd. (2006). Strategic Marketing Communication, Konsep Strategis dan Terapan. Bandung. PT. Alfabeta
Sugiyono. (2022). Metode Penelitian Kuantitatf kualitatif dan R&D. Bandung. Alfabeta, 2022
Suryadi, E. (2018). Strategi Komunikasi Sebuah Analisis Teori dan Praktis di Era Global. Bandung. PT Remaja Rosdakarya.
Umar, H. (2005). Metode Penelitian Untuk Skripsi dan Tesis Bisnis. Jakarta: Raja Grafindo Persada
Untari, D. T. (2019). Manajemen Pemasaran: Kasus Dalam Pengembangkan Pasar Wisata Kuliner Tradisional Betawi. Banyumas. CV. Pena Persada
Utami, S. (2018). Kuliner Sebagai Identitas Budaya: Perspektif Komunikasi Lintas Budaya. CoverAge: Journal of Strategic Communication, 8(2), 36-44. https://doi.org/10.35814/coverage.v8i2.588
White, E. (2015). In the American Grain. The Oxford Critical and Cultural History of Modernist Magazines, 2(2), 249–270. https://doi.org/10.1093/acprof:osobl/9780199545810.003.0014
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2024-03-30
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Aisa Setiawati, & Edy Prihantoro. (2024). Marketing Communication Strategy for Warung Makan Madun Oseng Nyak Kopsah Through the Tiktok Social Media Account @madunosengoseng in Promoting Authentic Indonesian Culinary. Jurnal Spektrum Komunikasi, 12(1), 1–12. https://doi.org/10.37826/spektrum.v12i1.632
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