Perencanaan Media Promosi Berdasarkan Perilaku Pengunjung Gen- Z di Coffee Shop Kota Bogor

Agustina, Lia (2022) Perencanaan Media Promosi Berdasarkan Perilaku Pengunjung Gen- Z di Coffee Shop Kota Bogor. Project Report. IPB University.

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Abstract

Abstrak

Industri coffee shop di Kota Bogor semakin tinggi dan ditanggapi positif oleh kepala Dinas Pariwisata dan Kebudayaan (Disparbud) Kota Bogor. Industri coffee shop menjadi peluang usaha yang sangat menjanjikan bagi masyarakat Kota Bogor. Perencanaan kegiatan ekowisata kota akan dipromosikan sebagai langkah dalam memperkenalkan coffee shop yang ada di Kota BogorTujuan dari kegiatan tugas akhir ini adalah (1) mengidentifikasi sumberdaya coffee shop yang terdapat di Kota Bogor, (2) mengidentifikasi perilaku pengunjung Gen-Z pada saat mengunjungi coffee shop, dan (3) membuat akun media sosial instagram beserta konten dalam bentuk fotografis dan videografis. Metode Tugas Akhir yaitu studi literatur, observasi, wawancara, dan menggunakan alat bantu kuisioner close ended. Data pengunjung diperoleh menggunakan teknik random sampling. Data assesor diperoleh menggunakan teknik purposive sampling dengan jumlah responden assesor yang diambil sebanyak 5 responden yang terdiri dari penikmat kopi, pengelola coffee shop dan ahli kopi. Luaran (output) yang dihasilkan dari perencanaan media promosi berdasarkan perilaku pengunjung Gen-Z coffee shop di Kota Bogor berupa akun media sosial instagram yang berisikan fotografis dan videografis. Akun instagram tersebut berisikan informasi-informasi mengenai coffee shop yang ada di Kota Bogor.
Kata Kunci : Coffee Shop, Media Promosi, Perencanaan, Perilaku Pengunjung Gen-Z.

Abstract

The coffee shop industry in Bogor City is getting higher and the head of the Bogor City Tourism and Culture Office (Disparbud) has responded positively. The coffee shop industry is a very promising business opportunity for the people of Bogor City. Planning for city ecotourism activities will be promoted as a step in introducing coffee shops in the city of Bogor. The objectives of this final project are (1) to identify coffee shop resources in the city of Bogor, (2) to identify the behavior of Gen-Z visitors when visiting coffee shops, and (3) to create Instagram social media accounts along with content in the form of photographs and photos. videographic. The final project method is literature study, observation, interviews, and using a closed ended questionnaire. Visitor data was obtained using random sampling technique. Assessor data was obtained using purposive sampling technique with the number of assessor respondents taken as many as 5 respondents consisting of coffee connoisseurs, coffee shop managers and coffee experts. The output generated from planning promotional media based on the behavior of visitors to the Gen-Z coffee shop in Bogor City is an Instagram social media account that contains photography and videographics. The Instagram account contains information about coffee shops in the city of Bogor.
Keywords: Coffee Shop, Gen-Z Visitor Behavior, Planning, Promotional Media.

Item Type:	Monograph (Project Report)
Uncontrolled Keywords:	Coffee Shop, Media Promosi, Perencanaan, Perilaku Pengunjung Gen-Z.
Subjects:	Student Project Report
Divisions:	School of Vocational Studies > Ecotourism
Depositing User:	Ekowisata SV IPB
Date Deposited:	18 Oct 2022 00:49
Last Modified:	18 Oct 2022 00:49
URI:	https://ereport.ipb.ac.id/id/eprint/12065

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