PESAN NOSTALGIA MARKETING DALAM KONTEN INSTAGRAM (STUDI PADA FOLLOWERS JRNY COFFEE AND RECORDS)
Abstract
Abstract. Nostalgia is becoming a trend in various fields, which is shown through popular culture in the past, popular again in the present. Therefore, Nostalgia can be used as a company positioning because it is a form of emotional attraction. It can be execute in the nostalgic marketing activities such as promotions through social media. This research will examine JRNY Coffee and Records to determine and describe nostalgic marketing messages in the Instagram content, received by the followers. This research is a descriptive qualitative study with the data collection technique is by interviews and document studies. From this research, it was found that JRNY Coffee and Records has a positioning as a coffee shop with nostalgic elements of music through their Instagram content. It formed through message codes which contain of language, colors, fonts, and songs. The trigger of nostalgia for followers was from social aspect, senses, and memory of events, which came from personal nostalgia with cultural nostalgia and virtual nostalgia. The impact were likes, the desire to come to cafe, sharing the content, and loyalty.
Keywords: nostalgic marketing, message, marketing communications, Instagram
Abstrak. Saat ini nostalgia menjadi suatu trend di berbagai bidang, yang ditunjukkan melalui budaya populer di masa lalu kembali digemari di masa sekarang. Maka, nostalgia dapat digunakan sebagai positioning perusahaan karena juga merupakan bentuk dari daya tarik emosional. Hal tersebut dapat terwujud melalui kegiatan nostalgia marketing seperti promosi melalui media sosial. Penelitian ini akan meneliti JRNY Coffee and Records untuk mengetahui dan mendeskripsikan pesan nostalgia marketing dalam konten Instagram yang diterima followersnya. Jenis penelitian ini adalah deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara dan studi dokumen. Hasil dari penelitian ini menunjukkan bahwa JRNY Coffee and Records memiliki positioning sebagai coffee shop dengan unsur nostalgia musik melalui konten Instagramnya. Hal tersebut terbentuk melalui kode pesan berupa bahasa, warna, font, dan musik. Pemicu nostalgia bagi followers didorong dari aspek sosial, indra, dan ingatan akan suatu peristiwa, yang bersumber dari personal nostalgia sekaligus cultural nostalgia dan virtual nostalgia. Dampak yang ditimbulkan adalah pemberian likes, keinginan untuk datang, menyebarluaskan konten, dan loyalitas.
Kata kunci: nostalgia marketing, pesan, komunikasi pemasaran, Instagram.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
