Strategi Komunikasi Pemasaran dalam Meningkatkan Penjualan Melalui Instagram @paradox.creative (Studi Kasus pada Paradox Coffee and Roastery di Jalan W.J Lalamentik No.123, Kelurahan Oebufu, Kecamatan Oebobo, Kota Kupang)

TSE, Yulian Olivtry (2025) Strategi Komunikasi Pemasaran dalam Meningkatkan Penjualan Melalui Instagram @paradox.creative (Studi Kasus pada Paradox Coffee and Roastery di Jalan W.J Lalamentik No.123, Kelurahan Oebufu, Kecamatan Oebobo, Kota Kupang). Undergraduate thesis, Universitas Katolik Widya Mandira.

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Abstract

The research aims to identify and analyze Marketing Communication Strategy in Increasing Sales Through Instagram @paradox.creative (Case Study on Paradox Coffee and Roastery on Jalan W.J Lalamentik No.123, Oebufu Village, Oebobo District, Kupang City). Instagram is an effective promotional media because it is visual and interactive. The method used in this study is a case study with a qualitative descriptive research type. This study employs the concept of marketing mix strategy, namely: product, price, place, and promotion. The techniques used by researchers in collecting data through interviews, observation, and documentation. The results of the study show that displaying product items such as coffee drinks, non-coffee, heavy meals, and pastries. Transparent pricing has been adjusted to the quality of ingredients, portions, and customer capabilities, and makes it easier for buyers to make cashless payments. determination of the place by using a physical store and the use of Instagram. Promotions are carried out directly or face-to-face and through Instagram social media with promos, discounts, and savings packages. This is also supported by the use of brand ambassadors. The author concludes that Paradox Coffee and Roastery successfully implemented an appropriate and effective social media marketing communication strategy through the Instagram platform. Further research is recommended to examine TikTok as a marketing communication strategy. TikTok offers significant potential to engage consumers through creative short videos, thus providing new insights into marketing strategies.

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