Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)

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Communitization Management in Kulina to Increase Customer After Rebranding

Authors
Erwan Sudiwijaya, Kuskridho Ambardi
Corresponding Author
Erwan Sudiwijaya
Available Online 19 August 2020.
DOI
10.2991/assehr.k.200818.040How to use a DOI?
Keywords
Communitizatin, digital marketing communication, social media, brand communication
Abstract

The background of this research comprises 1. Social media that gives customers the opportunity to interact with brands can be used to build long-term relationships. 2. consummers want to connect with other consumers not with companies 3. culinary sub-sector records a 41% contribution to the creative economy’s gross domestic product 4. Playing in the same niche, Kulina is founded in 2015 as a culinary information broker 5. In September 2017 Kulina re-brands with a focus on selling one-day service, by contributing 60% of new customers to equal Berrykitchen’s daily order number of 3,000 orders per day in January 2018. The statement of the problem in this research relies on how does Kulina manage 60% of new customers to increase sales after rebranding? This research is qualitatively designed. with descriptive analysis methods. The research data which is used is descriptive research data, where the researcher collects data through field study techniques (interviews, observation, and document collection). The result reveals, peer to peer relationship is developed into a sharing community by empowering customers through collaboration with customers that is happened organically and non-organically.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 August 2020
ISBN
978-94-6239-044-7
ISSN
2352-5398
DOI
10.2991/assehr.k.200818.040How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Erwan Sudiwijaya
AU  - Kuskridho Ambardi
PY  - 2020
DA  - 2020/08/19
TI  - Communitization Management in Kulina to Increase Customer After Rebranding
BT  - Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)
PB  - Atlantis Press
SP  - 177
EP  - 180
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200818.040
DO  - 10.2991/assehr.k.200818.040
ID  - Sudiwijaya2020
ER  -