UPAYA PUBLIKASI KOPI CAT CAFE MELALUI INSTAGRAM @KOPICAT.GROOVY BY GROOVY DALAM MEMBANGUN BRAND AWARENESS

Abstract

Nowadays, Kopi Cat Cafe is still not known by the public, it can be said that Kopi Cat Cafe's brand awareness is still at the Brand Trial Response and Feelings. so that to achieve the Brand Resonance of Kopi Cat Cafe, several efforts must be made. Therefore, this study aims to find out how the Kopi Cat Cafe by Groovy Publication Efforts through Instagram @kopicat.groovy are and how Kopi Cat Cafe's efforts are in building Brand Awareness. The paradigm in this study uses the Constructivism Paradigm with qualitative descriptive research methods. The formulation of the problem in this research is how to publish Kopi Cat Cafe by Groovy via Instagram @kopicat.groovy? and how is Kopi Cat Cafe's efforts in building Brand Awareness? The researcher uses New Media Theory by Pierre Levy and the CBBE Concept by Kevin Keller.
The research subject is Kopi Cat Cafe by Groovy, the object of this research is the Publication Efforts of Cat Cafe by Groovy Coffee in building Brand Awareness. Primary data collection was obtained through nonparticipant and moderate observation, semi-structured interviews and in-depth interviews and obtained secondary data through literature and documentation. The research results obtained from the publication of Kopi Cat Cafe by Groovy via Instagram @kopicat.groovy are Instructional Posts, Building Interactive Communication on Instagram and Content selection based on followers' needs. And the results of Cat Cafe by Groovy's Coffee Efforts in Building Brand Awareness are through Pet Wellness, Influencer Presence Effects, Consistency in Instagram posts and creating events that are published on Instagram.