PESAN NOSTALGIA MARKETING DALAM KONTEN INSTAGRAM (STUDI PADA FOLLOWERS JRNY COFFEE AND RECORDS)

  • Felicia Ratriana Putri Universitas Atma Jaya Yogyakarta

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.

Published
2023-04-21
How to Cite
PUTRI, Felicia Ratriana. PESAN NOSTALGIA MARKETING DALAM KONTEN INSTAGRAM (STUDI PADA FOLLOWERS JRNY COFFEE AND RECORDS). Jurnal Ilmu Komunikasi Acta Diurna, [S.l.], v. 19, n. 1, p. 90-115, apr. 2023. ISSN 2620-6676. Available at: <http://jos.unsoed.ac.id/index.php/acta_diurna/article/view/7316>. Date accessed: 28 mar. 2024. doi: https://doi.org/10.20884/1.actadiurna.2023.19.1.7316.
Section
Articles

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