ARRANGING AND PLANNING MARKETING STRATEGY FOR SOCIAL MEDIA OF ABUNAWAS RESTAURANT BALI TO BOOST SOCIAL MEDIA PERFORMANCE (A CASE STUDY)

• Main Author: Ikmal Shafad, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77401
• Institution: Institut Teknologi Bandung

It is obvious that we’re living in the era of digital. It means that taking advantage of the virtual world is significant, whether it is for the consumer who seeks for content, or for the creator who keeps on making one. The same thing goes for the business world. If a business won’t try to embrace being online, they tend to be forgotten. The world of digital is being accessed by the people around the world every single day. So, it is no surprise that the online platform holds the vast majority of the world's population. It allows one to connect with another across the globe while sitting on the couch. Therefore, it also allows any business to connect to its audience. Having a business and not developing the brand and its marketing through social media wil l get rid of the opportunity for the business to grow and connect with current customers or new people. For Abunawas, a restaurant which offers middle-eastern cuisine along with its middle-eastern servicescape design, it is no difference. Abunawas also needs to step up its game in developing social media planning in order to reach the maximum growth possible. Even though Abunawas already has a unique value to the localized market, Abunawas still lacks the ability to be present and active in its social media. Chances are, Abunawas won’t be able to get seen by new people, or even let the market forget about Abunawas’ existence. From this research, both internal and external analysis will be conducted along with the recommendations made by the researcher, which is based on the result of the analysis. The recommendations are mainly focusing on the improvement of Abunawas’ social media.