ANALISIS STRATEGI KOMUNIKASI PEMASARAN KONTEN SECRET RECIPE MELALUI MEDIA SOSIAL TIKTOK PADA GENERASI Z
DOI:
https://doi.org/10.71282/jurmie.v2i12.1464Keywords:
Generation Z, Marketing Communication, Secret Recipe, Starbucks, TikTok.Abstract
This study explores the marketing communication strategy of Starbucks Indonesia through its "Secret Recipe" content on the social media platform TikTok in reaching Generation Z. Using a descriptive qualitative approach, data were collected through semi-structured interviews with one internal Starbucks representative and three TikTok users from the Gen Z demographic. The findings reveal that the “Secret Recipe” is not merely a passing trend, but part of a broader marketing strategy aimed at building product personalization and emotional connection with the audience. Starbucks utilizes various TikTok features such as hashtags, music, filters, video tutorials, and collaborations with content creators to capture attention. TikTok’s algorithm contributes to expanding content reach to users aligned with the intended market segment. The study also found active consumer engagement, where users voluntarily create and share Secret Recipe content, enhancing brand presence without direct prompting from the company. This strategy reflects how trend-based, personalized, and audience-driven approaches can boost interest in products. The study offers practical insights for developing digital communication strategies for F&B brands aiming to build closer relationships with younger audiences in the social media era.
Downloads
References
Buku
Armstrong, G., & Kotler, P. (2020). Marketing: An introduction (14th ed.). Pearson.
Brunner, B. R. (2019). Public relations theory: Applications and understanding. Wiley-Blackwell.
Bovee, C. L., & Thill, J. V. (2021). Business communication today (15th ed.). Pearson.
Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Freberg, K. (2019). Social media for strategic communication. SAGE Publications.
Indriantoro, N., & Supomo, B. (2021). Metodologi penelitian bisnis. ANDI Publisher.
Fromm, J., & Read, A. (2018). Marketing to Gen Z: The rules for reaching this vast--and very different--generation of influencers. AMACOM.
Guffey, M. E., & Loewy, D. (2022). Business communication: Process and product (10th ed.). Cengage Learning.
Kriyantono, R. (2020). Teknik praktis riset komunikasi. Kencana Prenada Media Group.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. https://www.pearson.com/en-us/subject-catalog/p/marketing-management/P200000007478/9780134236933
Kurniawan, A. (2022). Strategi promosi dalam pemasaran modern. Gramedia Pustaka Utama.
Lahman, M. K. E. (2024). Qualitative research: Bridging the conceptual, theoretical, and methodological. SAGE Publications.
Moleong, L. J. (2017). Metodologi penelitian kualitatif (Edisi revisi). Remaja Rosdakarya.
Moleong, L. J. (2021). Metodologi penelitian kualitatif (Edisi revisi). Remaja Rosdakarya.
Robbins, S. P., & Coulter, M. (2023). Management (15th ed.). Pearson.
Tjiptono, F. (2015). Strategi pemasaran (Edisi ke-4). Andi Offset. https://andipublisher.com/produk/detail/strategi-pemasaran-edisi-4
Jurnal
Cahyono, A. S. (2016). Pengaruh media sosial terhadap perubahan sosial masyarakat di Indonesia. Jurnal Publiciana, 9(1), 140–157. https://doi.org/10.20884/1.publiciana.2016.9.1.327
Chasanah, M. N. (2022). Strategi komunikasi pemasaran coffee shop Fotokopi.idn dalam meningkatkan penjualan (Skripsi, Universitas Semarang). Universitas Semarang.
Dasuki, I., & Wahid, U. (2020). Penggunaan Instagram sebagai media komunikasi pemasaran untuk membangun brand awareness saat pandemi Covid-19. PARAHITA: Jurnal Pengabdian kepada Masyarakat, 2(2).
Zhu, Y. (2024). Leveraging social media marketing: A case study of Starbucks’ digital success. Advances in Economics, Management and Political Sciences, 102, 185–190. https://doi.org/10.54254/2754-1169/102/2024ED0108
Bhikuning, D., Wasiati, H., Radinka, I. D., & Satria, N. (2024). Perbandingan efektivitas digital marketing melalui platform Instagram dan TikTok pada ritel makanan dan minuman. Jurnal Ilmiah Global Education, 6(2). https://doi.org/10.55681/jige.v6i2.3676
Korstjens, I., & Moser, A. (2018). Series: Practical guidance to qualitative research. Part 4: Trustworthiness and publishing. European Journal of General Practice, 24(1), 120–124. https://doi.org/10.1080/13814788.2017.1375092
Listiani, P. D. (2021). Coffeemezation: Communication content kampanye Starbucks dalam meningkatkan engagement audiens (Sekolah Tinggi Ilmu Komunikasi InterStudi). Caraka: Indonesia Journal of Communication, 4(2)
Taecharungroj, V. (2016). Starbucks marketing communications strategy on Twitter. Journal of Marketing Communications, XX(X), XX–XX. https://doi.org/XXXX
Fitri, K. N. (2024). Sosial media marketing untuk UMKM kopi. Universitas Trunojoyo Madura. https://id.scribd.com/document/786336300/UTS-SOSIAL-MEDIA-MARKETING-KHAIRINA-NUR-FITRI
Sari, R. D., & Lani, O. P. (2022). Strategi komunikasi pemasaran melalui media sosial Instagram @pekanbarushoppingmall (Universitas Bina Sarana Informatika). KINEMA: Jurnal Komunikasi dan Penyiaran, 1(2), 153. https://doi.org/10.31958/kinema.v1i2.8394
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic Analysis: Striving to Meet the Trustworthiness Criteria. International Journal of Qualitative Methods, 16(1), 1–13. https://doi.org/10.1177/1609406917733847
Wibowo, Y. (2022). Strategi pemasaran Starbucks melalui media sosial TikTok (Skripsi, Universitas Indonesia). Repositori Universitas Indonesia. https://repository.ui.ac.id/xxxx
Hasiholan, T. P., Pratami, R., & Wahid, U. (2020). Pemanfaatan media sosial TikTok sebagai media kampanye gerakan cuci tangan di Indonesia untuk mencegah COVID-19. Communiverse: Jurnal Ilmu Komunikasi, 5(2), 70–80. https://doi.org/10.36341/cmv.v5i2.1278
Li, X., & Chen, Y. (2021). Viral marketing on TikTok: Impact of hashtag challenges on consumer engagement. Journal of Digital Marketing, 12(4), 45–58.
Manalu, M. (2020). Komunikasi pemasaran: Strategi, perencanaan dan implementasi. Jurnal Administrasi dan Bisnis Terapan, 1(1). https://scholarhub.ui.ac.id/cgi/viewcontent.cgi?article=1022&context=jabt
Nufus, H., & Handayani, T. (2022). Strategi promosi dengan memanfaatkan media sosial TikTok dalam meningkatkan penjualan (Studi Kasus pada TN Official Store). Jurnal EMT KITA, 6(1), 21–34. https://doi.org/10.35870/emt.v6i1.483
Palupi, D. (2021). Fitur-fitur TikTok untuk membuat konten kreatif. Jurnal Ilmu Komunikasi. https://www.jurnalkomunikasi.com/fitur-fitur-tiktok-untuk-membuat-konten-kreatif
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2020). Generation Z consumers’ expectations for brand engagement in social media: A cross-national study. Journal of Consumer Marketing, 37(7), 817–828.
Rahman, J. (2021). Informan penelitian kualitatif. ResearchGate. https://www.researchgate.net/publication/353846502_Informan_Penelitian_Kualitatif
Rohmana, I., & Nugroho, A. (2023). Strategi brand experience dalam industri minuman kopi: Studi kasus Starbucks Indonesia. Jurnal Komunikasi dan Bisnis, 10(1), 45–57.
Sanggabuwana, D., & Andrini, S. (2017). Dampak media sosial terhadap usaha kecil dan menengah (UKM) Sentra Industri Keramik Plered, Kabupaten Purwakarta: Suatu tinjauan teoritis. Jurnal Komunikasi, 2(2), 172–178.
Seno, S. H. B. (2022). Analisis penggunaan brand ambassador sebagai upaya membentuk brand image (Studi: Penggunaan brand ambassador perempuan pada merek motor Husqvarna). Skripsi. Program Studi Ilmu Komunikasi, Fakultas Ekonomi dan Ilmu Sosial, Universitas Bakrie.
Setyowati, D. (2023). Strategi pemasaran Starbucks di era digital melalui media sosial TikTok. Jurnal Manajemen Bisnis, 10(1), 75–82.
Turner, A. (2022). Understanding Generation Z: Characteristics, preferences, and digital behavior. Journal of Youth Studies, 25(4), 567–580.
Wiriadinata, C. R. N., Joni, I. D. A. S., Pradipta, A. D., & Damasemil, C. (2022). Pengaruh terapan TikTok “Secret Recipe” terhadap minat beli Starbucks pada mahasiswa di Indonesia (Studi kasus video “Secret Recipe” @Decxymalvin di TikTok). E-Jurnal Medium, 3(1), 174–185. https://ojs.unud.ac.id/index.php/komunikasi/article/view/86746
Artikel
Allrecipes. (2021, March 4). Overworked Starbucks baristas not fans of "secret menu". Allrecipes. https://www.allrecipes.com/article/starbucks-baristas-secret-menu
Antara. (2023, May 25). Starbucks kembali hadirkan Coffeemezation wujudkan minuman pelanggan. Antara News. https://www.antaranews.com/berita/3586140/starbucks-kembali-hadirkan-coffeemezation-wujudkan-minuman-pelanggan
BisnisDolar. (2024, October 25). 4 pengertian media dalam komunikasi bisnis: Jenis dan fungsinya. BisnisDolar. https://bisnisdolar.com/pengertian-media-dalam-komunikasi-bisnis
ByteDance. (2024). TikTok product overview. https://www.bytedance.com/en/products/tiktok
DataReportal. (2025). Digital 2025: Indonesia. https://datareportal.com/reports/digital-2025-indonesia
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org
Esensi TV. (2023). Starbucks: Sebuah perjalanan kopi yang penuh sejarah. Esensi TV. https://www.esensi.tv/kuliner/104428088/starbucks-sebuah-perjalanan-kopi-yang-penuh-sejarah
Haryanto, A. T. (2024, February 5). Pecah rekor! Ada 5 miliar pengguna media sosial di dunia. detikInet. https://inet.detik.com/cyberlife/d-7178344/pecah-rekor-ada-5-miliar-pengguna-media-sosial-di-dunia
Katadata. (2023). Sejarah TikTok: Dari aplikasi negeri Panda hingga mendunia. Katadata. https://katadata.co.id/ekonopedia/profil/6404f5c3ce775/sejarah-tiktok
KoinWorks. (2023). Manfaatkan 3 sosial media ini untuk promosi bisnis kopi! KoinWorks. https://koinworks.com/strategi-bisnis/sosial-media-bisnis-kopi/
Legare, N. (2024, October 5). The history of Starbucks secret menus – Is there actually an official one? Tasting Table. https://www.tastingtable.com/1677030/starbucks-secret-menu-history
Parfenova, A. (2024). Interactive topic modeling and clustering for semi-structured interview analysis. arXiv. https://arxiv.org/abs/2403.04819
Putri, V. K. M. (2021, December 8). Komunikasi pemasaran: Pengertian dan tujuannya. Kompas.com. https://www.kompas.com/skola/read/2021/12/08/130000769/komunikasi-pemasaran-pengertian-dan-tujuannya
Rakhmayanti, D. (2020). Fenomena demam TikTok pada anak: Mengapa TikTok kian digemari? Academia.edu. https://www.academia.edu/49172169/FENOMENA_DEMAM_TIKTOK_PADA_ANAK_MENGAPA_TIKTOK_KIAN_DIGEMARI_Oleh
Rawal, S. (2018, April). An official guide to the unofficial Starbucks secret menu. SuchetaRawal.com. https://suchetarawal.com/2018/04/an-official-guide-to-the-unofficial-starbucks-secret-menu/
Self. (2017). Starbucks just added their secret 'Medicine Ball' drink to the official menu. Self Magazine. https://www.self.com/story/starbucks-secret-medicine-ball-drink
Socialinsider. (2023). Starbucks on social media: Strategy analysis. Socialinsider. https://www.socialinsider.io/blog/starbucks-social-media-strategy
Starbucks at Home. (2021). Tentang kami – Perjalanan Starbucks. Starbucks Indonesia. https://www.starbucksathome.com/id/artikel/tentang-kami
Starbucks Indonesia. (2023). Starbucks Indonesia in the news. Starbucks Indonesia. https://www.starbucks.co.id/about-us/starbucks-indonesia-in-the-news
Strandberg, G. (2019). Ethical considerations in qualitative interview studies. arXiv. https://arxiv.org/abs/1906.07993
Teen Vogue. (2017). Starbucks barista posts 'Baby Vomit' drink on Reddit. Teen Vogue. https://www.teenvogue.com/story/starbucks-baby-vomit-drink-order
Tasting Table. (2024). The history of Starbucks secret menus – Is there actually an official one? Tasting Table. https://www.tastingtable.com/1677030/starbucks-secret-menu-history
Utami, A. (2020). Asal mula TikTok, diganderungi milenial tapi penuh kontroversial. Warta Ekonomi. https://wartaekonomi.co.id/read293550/asal-mula-tiktok-diganderungi-milenial-tapi-penuh-kontroversial
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Muhammad Khoiri Ramadhan, Mellisa F. Daniel (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
