Digital Marketing Strategy Through Social Media at Arunika Eatery, Kuningan
DOI:
https://doi.org/10.54066/ijmre-itb.v2i3.1836Keywords:
Digital Marketing, Restaurant, Marketing, Social MediaAbstract
Each business has its marketing strategy. In the digital era, utilizing social media become part of the marketing strategy that every single business has used. Through social media, businesses can reach out to various types of customers and decide who will be their customers. This study aims to find out how digital marketing strategies in Arunika Eatery, Kuningan, increasing consumer purchases, the types of marketing content that can increase the promotion of Arunika Eatery, Kuningan, and what the supporting and inhibiting factors in marketing their products through social media. The method used is qualitative descriptive. Data collection techniques through observation, interviews, and literature studies. Arunika Eatery, Kuningan, has implemented a digital marketing strategy through social media with a 70-20-10 strategy. Arunika Eatery, Kuningan carries out its marketing strategy with diverse and exciting content, which contains event promotions carried out by Arunika Eatery Kuningan, information about Arunika Eatery Kuningan, short videos, quotes, and question and answer sessions to its followers. This research focuses on the analysis of marketing strategy for the food and beverages business, especially in the Kuningan area. The researcher is the first one to conduct research about Arunika Eatery, and there's no previous research.
References
Amalia, R., Syaodah, S., Susilawati, S., & Suyatna, R. G. (2024). Penerapan Digital Marketing Sebagai Strategi Pemasaran Umkm Studi Kasus Batik Tedjo. Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(1), 295-301.
Ardiansah, Maharani. (2021). Optimalisasi Instagram Sebagai Media Marketing. Bandung: Cv. Cendekia Press.
Bilgihan A, Peng C and Kandampully J (2014) Generation Y’s dining information seeking and sharing behavior on social networking sites: an exploratory study. International Journal of Contemporary Hospitality Management 26: 349–366
Daryanto, L. H. & Hasilohan, L. B. (2019). The Influence Of Marketing Mix On The Decision To Purchase Martabak “Setiabudi” Pak Man Semarang. Journal Of Management, Vol.5, No.5
Defrina, D., & Lestari, D. P. (2018). Aplikasi pemesanan makanan dan minuman online berbasis mobile browser pada restoran tiga saudara. Jurnal Ilmiah Informatika Komputer, 22(3).
Digital Marketing Menurut Para Ahli Dan Manfaatnya Bagi Pelaku Bisnis. (2022, June 22). Retrieved November 13, 2023, From Media Mahasiswa Indonesia: Https//Mahasiswaindonesia.Id/Digital-Marketing-Menurut-Para-Ahli/
Fitriyana, D. (2023). Strategi Pemasaran Gubug Desa Cafe & Resto Di Ciampel Kabupaten Brebes. Utama: Jurnal Pariwisata Prima, 1(1), 16-23.
Fukui M and Ohe Y (2019) Assessing the role of social media in tourism recovery in tsunami- hit coastal areas in Tohoku, Japan. Tourism Economics. DOI: 10.1177/1354816618825014.
Gunter U, O¨ nder I and Gindl S (2019) Exploring the predictive ability of LIKES of posts on the Facebook pages of four major city DMOs in Austria. Tourism Economics 25(3): 375–401.
Irawan, J. A., Halim, V., Rahayu, E., & Asshofi, I. U. A. (2023). Karen’s Diner Jakarta Marketing: Unique Service Experience Became Autopilot Marketing. International Journal Of Accounting, Management, And Economics Research, 1(1), 15-22.
Khafi Puddin, Sulaiman, Azizul Kholis. (2020). Digital Marketing Untuk Pelaku Umkm. Medan: Economic & Business Publishing.
Khasbulloh, M. W., Wiliyanto, W., & Al Qusaeri, M. A. (2024). Pengenalan Digital Marketing Untuk Pelaku Usaha Umkm Diwilayah Kecamatan Pangkah. Journal Of Human And Education (Jahe), 4(1), 1-5.
Kotler, Philip & Keller, Kevin Lane. (2017). Manajemen Pemasaran. Edisi 13 Jilid Dua. Jakarta: Erlangga.
Mkwizu, K.H. (2020), "Digital Marketing And Tourism: Opportunities For Africa", International Hospitality Review, Vol. 34 No. 1, Pp. 5-12. Https://Doi.Org/10.1108/Ihr-09-2019-0015
Moleong, L. J. (2006). Metodelogi Penelitian Kualitatif. Bandung: Remaja Rosdakarya.
Mila Sartika, Sih Darmi Astuti, Amalia Nur Chasanah, & Fery Riyanto. (2023). Digital Skills To Improve Work Performance. International Journal Of Accounting, Management, And Economics Research, 1(2), 33–40. Https://Doi.Org/10.56696/Ijamer.V1i2.14
Rachmadi, T., & Kom, S. (2020). The Power Of Digital Marketing (Vol. 1). Tiga Ebook.
Shafwah, A. D., Fauzi, A., Caesar, L. A. Y., Octavia, A., Indrajaya, B. L., Endraswari, J. I., & Yulia, M. N. (2024). Pengaruh Pemasaran Digital Dan Online Customer Review Terhadap Keputusan Pembelian Pada Produk Skincare Di E-Commerce Shopee (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 5(3), 135-147.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta.
Septiano. (2017). Apa Itu Digital Marketing? Pengertian Dan Konsep Dasarnya. Retrieved November 05, 2023, From Red Tree: Https://Redtreeasia.Com/Info/Apa-Itu-Digital-Marketing-Pengertian-Dan-Konsep-Dasarnya//
