IMPLEMENTASI STRATEGI SOCIAL MEDIA MARKETING UNTUK MENINGKATKAN ENGAGEMENT RATE USAHA PATEN COFFEE JATINANGOR

Abstrak

people who use the internet as a means of marketing to consumers online. The implementation of the Social Media Marketing strategy at Paten Coffee through the Instagram and Tiktok platforms aims to increase customer engagement on Paten Coffee's social media. The utilization of social media for Paten Coffee marketing allows the dissemination of product information quickly and can build closer relationships with customers which can be proven by the increasing number of interactions such as likes, viewers, followers, and so on. The method used to increase Paten Coffee's customer engagement is by branding, advertising, and creating content that is interesting, effective, and in accordance with the target audience. This project was carried out for 3 months from November 2023 to January 2024 as the object of research. Through this project, there was an increase in engagement rate of 3.19 percent on the Instagram account and 2.90 percent on the Tiktok Paten Coffee account.