An Analysis Of Denny's Diner's Marketing Communication Strategy Through Instagram To Promote Their Products

Susanti, Desy (2024) An Analysis Of Denny's Diner's Marketing Communication Strategy Through Instagram To Promote Their Products. Undergraduate thesis, Politeknik Negeri Bengkalis.

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Abstract

Instagram is becoming one of the most effective social media platforms for business promotion. This research focuses on the marketing communication strategy used by Denny's Diner on Instagram. The study aims to analysis of Denny’s Diner’s marketing communication strategy through instagram to promote their products. This study uses 28 samples of Instagram posts as the object of analysis. The method used is a qualitative descriptive method with data analysis using segmentation, targeting, and positioning (STP) frameworks. The results show that Denny's Diner uses a variety of visual and textual elements in their Instagram posts to attract the attention of a specific market segment and position itself as a family-friendly restaurant. The marketing communication strategy used by Denny's Diner on Instagram is effective in increasing brand awareness and consumer engagement. Additionally, the study highlights the importance of engaging captions, influencer collaborations, and creative content as key components of their strategy.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors Email NIDN/NIDK Thesis advisor Gunawan, Muhammad Indra migunawan@polbeng.ac.id NIDN1023117501
Uncontrolled Keywords:	Marketing communication strategy, Instagram, Denny's Diner, STP, promotion.
Subjects:	500 ILMU BAHASA > 530 ILMU BAHASA ASING > 531 Sastra (dan Bahasa) Inggris
Divisions:	Jurusan Bahasa > Sarjana Terapan Bahasa Inggris untuk Komunikasi Bisnis dan Profesional > TUGAS AKHIR
Depositing User:	Bispro Bispro
Date Deposited:	21 Aug 2024 15:25
Last Modified:	21 Aug 2024 15:25
URI:	http://eprints.polbeng.ac.id/id/eprint/13143

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