KAJIAN TEORITIS : FENOMENA GERAI ES TEH MANIS YANG MENJAMUR MELALUI PENDEKATAN STRATEGI KOMUNIKASI PEMASARAN BERBASIS EMPATHY MAPPING BAGI PELAKU UMKM DI KOTA TANGERANG

Abstract

This research provides a theoretical study of empathy mapping-based marketing communication strategies carried out by MSMEs in Tangerang City with simple products such as sweet iced tea. On average, MSME actors who are used as objects in this research have used Instagram as a promotional medium. The description of this theoretical study brings the concept of empathy mapping closer. From the results of surveys and interviews conducted, there is a concept of "quick opening" which prioritizes efficiency itself so that it attracts and emotionally engages customers