The Role of Symbolic Interaction in Marketing Communication Planning in the Pandemic Era

A Case Study on Chuseyo Coffee in Serpong

DOI

10.2991/assehr.k.210805.139How to use a DOI?

Keywords

Symbolic Interactionism, Marketing Communication, Case Studies, Chuseyo Coffee

Abstract

The purpose of marketing is to communicate a product and introduce a field or service unit in order to increase sales. Chuseyo Coffee is one of the business sectors in the coffee industry which has opened more than 40 branches in Indonesia in just 2 months. With a unique concept of utilizing the k-pop community, Chuseyo Coffee is now flooded with customers. Therefore, Chuseyo Coffee in Serpong has its own symbolic interaction role so that there is a major contribution in planning marketing communications at Chuseyo Coffee. In an era of pandemics like this, Chuseyo Coffee has an effective and interactive sales solution and promotes a product to the public. Of course, these techniques include review, regulations and target consumers to be addressed. This study uses a qualitative methodology with a case study strategy. Collecting data in this method with in-depth interviews by the owner of Chuseyo coffee as well as documentation, archival records, non-participant observation, the conclusion of this study is the interaction process of messages that have meaning or symbols in daily activities in Serpong Chuseyo coffee.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - David Leonardo
AU  - Muhammad Adi Pribadi
PY  - 2021
DA  - 2021/08/08
TI  - The Role of Symbolic Interaction in Marketing Communication Planning in the Pandemic Era
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 884
EP  - 887
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.139
DO  - 10.2991/assehr.k.210805.139
ID  - Leonardo2021
ER  -