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2021, Academia Letters
International Research Journal of Management, IT and Social Sciences
The Use of Instagram in Coffee Shop2020 •
The sophistication of technology such as smartphones that everyone had, it makes start-up entrepreneurs use it very well. The purpose of this study was to determine the effectiveness of the use of Instagram on the Coffee Shop "Ngocok Es Kopi".The results showed that the number of active users of the Instagram platform in Indonesia was dominated by 18-31 years old user groups. This is a strong reason for marketing Ngocok Es Kopi chose to use Instagram because the group is by market segmentation. The Instagram platform is very helpful for introducing products to consumers. Showing photos of the Ngocok Es Kopi products that look fresh and added with the eccentric tagline on the glass packaging, this gives a distinctive impression and makes potential consumers curious to try the product. Strategies are taken to increase the number of followers by giving them prizes in the form of discounts or free drinks on the condition that they have to follow the Instagram account of Ngocok...
Acta Universitatis Sapientiae, Communicatio
The Initiators of Our Everyday Life – Relationship between Coffee and InstagramIn this study, I would like to understand the background of sharing coffee online and get to know why it encourages young people to post their coffee. I analyse the two popular parts of our everyday lives, coffee and Instagram, and their connection points, which are coffee posts as communication tools and their posting and content sharing itself as a form of communication. In my theoretical background, I reflect on the process of coffee becoming a consumer product, the relationships between cafés and the public, and I reflect on the features of Instagram that captivate young people and enable online social rites. Regarding the question of presence, I am looking for the answer to the peculiarities of the relationship between online and offline, the dissonance caused by the simultaneous appearance on the two stages. The aim of the paper is to compare the traditional and the online characteristics of the coffee community and to interpret it as a rite. Based on the theoretical backgroun...
Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia
The Effectiveness of Digital Marketing At Lilio Coffee GardenAL-FALAH : Journal of Islamic Economics
Transformation of Digital Marketing the Coffee Production in COVID-19 Pandemic : Islamic Economic ParadigmPurpose: This study aims to determine transformation of development through digital marketing in maintaining coffee production in West Lampung in the midst of the COVID-19 pandemic in the Islamic economic paradigm.Design/Method/Approach: The research uses qualitative methods with an approach post positivism philosophy. Secondary data was obtained from BPS and primary data was obtained from interviews with West Lampung Coffee SMEs. The data collection method uses several stages: Observation, Interview and Documentation. Data Processing and Validity includes: Credibility, Dependability, Transferability and Confirmability.Findings: The digital marketing transformation of coffee production SMEs coffee in West Lampung during the COVID-19 pandemic has brought about significant changes in the way business is done. SMEs coffee companies that are able to implement digital marketing strategies effectively can expand market reach, increase sales, and improve their overall business performance....
International Journal of Interactive Mobile Technologies (iJIM)
Managing Digital Marketing Communication of Coffee Shop Using InstagramThis paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in ...
2021 •
The company's sales target can be achieved through ongoing promotional activities. Sales promotion can be done through various media, one of which is social media. Social media is currently a profitable means of promotion because many people in this era use social media. Social media is a necessity along with the development of information technology. This study aims to determine the sales promotion of coffee companies using social media (Facebook, Instagram, and Twitter). Makro Coffee Roastery is a coffee company located in Sumbersari District, Jember Regency. Makro Coffee Roastery processes raw coffee beans into coffee grounds. The types of coffee sold include arabica, liberica, and robusta. Products sold are coffee in the form of coffee beans and powder. Information on research data was collected through observation of social media accounts and interviews with company management. The results showed that the social media (Facebook, Instagram, and Twitter) of the Macro Coffee R...
European Conference on Innovation and Entrepreneurship
Enterpreneurial Strategies for the Female Sector: Leveraging Instagram Sales During the PandemicThe COVID-19 pandemic significantly influenced the purchasing behavior of consumers, who began to see in the tools available in the virtual environment the necessary allies to satisfy their consumption desires. Given the relevance achieved by the virtual environment, organizations began to explore more intensively the various digital platforms to enhance their reach to their customers. The traditional electronic commerce then evolved into what we call Social Commerce (S-commerce), which allowed a substantial increase in the way of interacting and promoting sales. Despite the limitations and incipient studies on how organizations use their strategies and explore digital media tools to leverage sales, it is perceived as relevant to understand how the process of joining these organizations to digital media and the influence they have passed to exercise in the reformulation of its strategies and business models. Focusing on the Instagram environment, the objective of this research is to...
Business in the food and beverage industry in Indonesia is growing every year. The sector also makes a significant contribution so that it can increase economic growth in Indonesia. Apart from cafes, coffee shops are one of the most desirable parts of the culinary industry today. Very significant business development is currently happening in the coffee shop industry, which appears in big cities. Al'Cal Coffee is a business engaged in the F&B industry, especially coffee shops. Al'Cal is an Islamic coffee shop founded in 2018 and successfully opened a second branch in Serpong in September 2020. In running its business, each coffee shop must have different marketing communication strategies and activities. This study aims to identify the marketing communication activities carried out by Al'Cal Coffee on Instagram, how Al'Cal Coffee implements the integrated marketing communication strategy, and the Islamic elements contained in Al'Cal Coffee's marketing communi...
2021 •
The external environment for many organisations now days is characterised by turbulence associated with globalization, deregulation of markets, changing customer and investor demands and increasing product-market competition (Jashapara, 2011). There is a growing need in organisations to move beyond solving existing problems to improving continuously in the face of changing conditions (Hamel and Prahalad, 1994). Knowledge has emerged as the most strategically significant resource of the firm (Grant, 1996) and the ability of a firm to learn faster than its competitors as the only sustainable form of competitive advantage (De Geus, 1988). In accordance with the view of knowledge as a capability Newell et al. (2009) define knowledge management as processes aimed at improving the ways in which firms facing highly turbulent environments can leverage their knowledge assets in order to ensure continuous innovation. Innovations rely heavily on social interactions between different interests (Jashapara, 2011). Hence Jashapara (2011) concludes that social networks are essential for the success of innovations. Starbucks is an international coffee house chain, which consistently attracted around 60 million weekly visitors across the globe (Michelli, 2007), before it saw its earnings drop drastically in 2008 (York, 2010). To re-boost its decreasing sales Starbucks started experimenting with social media services (Schultz and Gordon, 2011). In 2010 the coffee chain began to see sales lifts following its social media endeavours (York, 2010). The following formal report will: first, critically discuss the nature and process of knowledge creation and transfer within organisations; second, critically evaluate how organisational and social dynamics combine to engender innovation; third, analyse how Starbucks applied the discussed concepts and theories to its customer-centric knowledge management strategy; fourth, provide recommendations for Starbucks how to even increase its innovation capacity with further exploitation of social media.
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