Komunikasi Pemasaran dan Keterhubungan Sosial di Serumah Reunite
DOI:
https://doi.org/10.29313/bcscm.v6i2.25655Keywords:
Komunikasi Pemasaran, Keterhubungan Sosial, Media SosialAbstract
Abstract. Marketing communication is no longer limited to product promotion but also functions as a means of building social relationships between organizations and their audiences. This phenomenon can be observed at Serumah Reunite Restaurant and Café, which adopts a family-oriented and community-based social space concept. This study aims to analyze the marketing communication strategies implemented by Serumah Reunite in fostering social connectedness among customers, families, and communities. The research employed a qualitative method with a case study approach. Data were collected through in-depth interviews, observations, and documentation involving the business owner, social media administrator, and customers. The data were analyzed through data reduction, data presentation, and conclusion drawing. The findings reveal that Serumah Reunite utilizes marketing communication through social media, particularly Instagram, community engagement activities, and the creation of a comfortable and inclusive environment. These strategies not only enhance business visibility but also strengthen emotional bonds, a sense of belonging, and sustainable social interactions among visitors. The study concludes that experience-based marketing communication and shared social values contribute significantly to strengthening social connectedness and customer loyalty. Therefore, relationship-oriented marketing communication can serve as an effective strategy for sustaining businesses in the culinary industry.
Keywords: marketing communication, social connectedness, community, social media, Serumah Reunite.
Abstrak. Komunikasi pemasaran tidak lagi berorientasi pada promosi produk semata, tetapi juga berperan dalam membangun hubungan sosial antara organisasi dan khalayaknya. Fenomena ini terlihat pada Resto dan Café Serumah Reunite yang mengembangkan konsep ruang sosial berbasis kekeluargaan dan komunitas. Penelitian ini bertujuan untuk menganalisis komunikasi pemasaran yang diterapkan Serumah Reunite dalam membangun keterhubungan sosial di antara pelanggan, keluarga, dan komunitas. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi terhadap pemilik usaha, pengelola media sosial, serta pelanggan. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa komunikasi pemasaran Serumah Reunite dilakukan melalui pemanfaatan media sosial, terutama Instagram, penyelenggaraan berbagai kegiatan komunitas, serta penciptaan suasana yang nyaman dan inklusif. Strategi tersebut tidak hanya meningkatkan eksposur usaha, tetapi juga membentuk kedekatan emosional, rasa memiliki, dan interaksi sosial yang berkelanjutan di antara pengunjung. Temuan penelitian menunjukkan bahwa komunikasi pemasaran berbasis pengalaman dan nilai kebersamaan mampu memperkuat keterhubungan sosial serta menciptakan loyalitas pelanggan. Oleh karena itu, komunikasi pemasaran yang berorientasi pada hubungan sosial dapat menjadi strategi yang efektif dalam membangun keberlanjutan usaha di industri kuliner.
Kata Kunci: komunikasi pemasaran, keterhubungan sosial, komunitas, media sosial, Serumah Reunite.
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