IMPLEMENTASI CYBER PUBLIC RELATIONS A FOTO KOPI DALAM MEMPERKENALKAN INOVASI PADA KONSUMEN SELAMA MASA PANDEMI COVID-19

Abstract

The formulation of the problem in this study is "How is the implementation of Cyber Public Relations carried out by A Foto Kopi in retaining customers during the Covid-19 pandemic?". Researchers used Diffusion of Innovation Theory from Everett Rogers to analys the data. There are four elements in this theory, namely: Innovation, Communication Channel, Time Period, and Social system. This study uses the Post-Positivism paradigm with a qualitative approach method. The research period is 4 months. Data collection techniques through observation and online interviews. Research Result and analysis shows that the innovations offered are: traditionally processed coffee, in the form of ice cubes and instagramable cafe atmosphere. Communication channel used are Instagram, paid advertising on instagram, gofood application and grabfood application. It doesn't take long for consumers to accept product innovations A Foto Kopi as now social system 4.0 where humans and communication technology are integrated in everyday life.