Pengukuran Persepsi Pengguna Media Sosial dalam Aktivitas Pemasaran Akun Instagram Bisnis

Authors

DOI:

https://doi.org/10.26740/ijss.v3n2.p91-99

Keywords:

Komunikasi Pemasaran, Media sosial, Awareness, Ekuitas Merek

Abstract

Tujuan Penulisan Artikel ini dimaksudkan untuk menambah pengetahuan dan kajian literature dalam bidang komunikasi pemasaran terpadu yang memfokuskan pada implementasi promosi dengan menggunakan media social Instagram. Aplikasi proyek dilakukan pada perusahaan yang memiliki permasalahan mengenai ekuitas merek, melalui implementasi aktivitas pemasaran media social diharapkan dapat meningkatkan awareness pengunjung wisata. Penelitian proyek ini dilaksanakan melalui metode penelitian kualitatif, dengan mengaplikasikan model kualitatif dari Bogdan & Taylor melalui metode wawancara dan observasi. Interview dilakukan dengan pihak internal perusahaan, ahli media sosial, ahli graphic design, dan konsumen. Studi pustaka dilakukan untuk melengkapi data penelitian yang dianalisis menjadi tiga tahap, yaitu; pengumpulan data, pengolahan data, dan interpretasi data. Temuan dalam penelitian ini menyatakan bahwa peningkatan awareness tidak hanya dilakukan dengan content merek dan produk saja, namun perlu memperhatikan visualisasi Instagram, visualisasi instagram sangat menentukan respon netizen. Hasil penelitian menunjukan pengelolaan aktivitas pemasaran melalui instagram dapat dijadikan salah satu alternative meningkatkan awareness pengunjung wisata, khususnya pengelolaan menggunakan metode 4c (context, communication, collaboration, dan connection) yang di kelola melalui editorial plan.

Author Biography

Siti Asma Nuraini, Politeknik Negeri Bandung

Politeknik Negeri Bandung

References

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Published

2020-12-29

How to Cite

Nuraini, S. A., Gunawan, A. I., & Leo, G. (2020). Pengukuran Persepsi Pengguna Media Sosial dalam Aktivitas Pemasaran Akun Instagram Bisnis. The Indonesian Journal of Social Studies, 3(2), 91–99. https://doi.org/10.26740/ijss.v3n2.p91-99

Issue

Vol. 3 No. 2 (2020): December

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Articles

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