STRATEGI KOMUNIKASI PEMASARAN DALAM MEDIA SOSIAL INSTAGRAM @prassa.ku

Widiana, Ayu Nur Amaliyah (2022) STRATEGI KOMUNIKASI PEMASARAN DALAM MEDIA SOSIAL INSTAGRAM @prassa.ku. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

This study aims to find out how the marketing communication process is carried out by Prassa.ku in targeting the millennial market on the @prassa.ku Instagram account. Instagram is one of the media that is currently in demand by many users because there are so many business opportunities for its users. Recently, tote bags are increasingly in demand in the market, as one of the efforts made to reduce the use of plastic bags. This research is a qualitative descriptive study. Data collection techniques using observation, interviews, and documentation. The data collection technique is interactive analysis with the following stages: data reduction, data presentation and conclusion drawing. The data validity technique used is the data source triangulation technique. The marketing communication strategy in this study uses the theory of social media marketing (As'ad and Alhadid) consisting of Online Communities, Interaction, Sharing of Content, Accessibility, Credibility. The results show that the marketing communication strategy using Instagram social media by frequently interacting, creating quality content, and using hashtags or hashtags in posts is quite effective in targeting the millennial market carried out by @prassa.ku through Instagram accounts. Kata kunci: Strategy, Marketing Communication, Social Media Marketing, Instagram

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