SOCIAL MEDIA MARKETING STRATEGY FOR FOOD STALL BUSINESS : A CASE OF MERHABA KEBAB

• Main Author: Nugraha Pramadhia, Firman
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62278
• Institution: Institut Teknologi Bandung

Merhaba Kebab is one of Kebab stall businesses in Bandung. The business was started when Firman, as a franchise owner of Kebab Turki Babarafi brand, was forced to close 6 of the stalls because of COVID-19 and their license expired in 2020. With the last running stall, Firman improved it and launched a new brand named Merhaba Kebab. The owner started all over again with one stall at Gegerkalong Bandung. This study aims to propose social media marketing strategies to optimize Merhaba Kebab’s sales growth, revenues, and profits. Since the pandemic era, we have found that people have a habit of making the decision of buying something at home, while social media consumption has increased. We hope, with social media marketing, people are aware about our business and start to try our product. This study uses a qualitative method with in-depth interviews to find out in detail about consumer’s attributes (behavior, demographic, price point, etc). The total respondents who participated in this survey were 29 people, divided into 4 market segments. The result shows that Merhaba Kebab will have Instagram and TikTok as the main platforms to do social media marketing with awareness, consideration, and advocacy as their objectives.