VIA, NIFTAUL RIZKY ALIF (2026) PEMANFAATAN MEDIA SOSIAL INSTAGRAM SEBAGAI ALAT PROMOSI PADA AKUN TADAIMA.BAKEHOUSE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the digital age, Instagram social media has become one of the promotional tools widely used by small and medium enterprises (SMEs) to reach consumers. One SME that actively uses Instagram is Tadaima Bakehouse. This study aims to analyze the use of Instagram as a promotional tool on the Tadaima Bakehouse account in supporting the effectiveness of digital marketing communication. The research variables are defined using the AISAS model, which includes attention, interest, search, action, and share as stages of consumer behavior in responding to promotional messages. The research sample consisted of three informants, namely the Marketing Executive Manager, Content Creator and Social Media Specialist, and a Tadaima Bakehouse customer. The sampling technique used purposive sampling, considering the informants' direct involvement in promotional activities and product consumption experience. The data analysis method used was qualitative research with a case study approach through data collection techniques in the form of in-depth interviews, observation, and documentation. The results of the study show that the use of Instagram as a promotional medium has been carried out in a planned, consistent, and integrated manner. At the attention stage, creative soft selling content is able to attract the audience's attention. The interest stage is reinforced through attractive product visuals and the delivery of relevant information. The search stage is facilitated by easy access to information through Instagram features such as profiles and direct messages. The action stage is evident in the ease of the ordering process, which encourages consumers to make purchasing decisions. The share stage is demonstrated through consumer participation in voluntarily sharing their experiences on social media. Interpretation of the research results shows that Instagram not only functions as a medium for brand exposure, but is also effective in building consumer engagement, encouraging purchasing decisions, and strengthening customer loyalty in a sustainable manner, so that Instagram can be considered a strategic medium in digital marketing communications for SMEs. Keywords: Instagram Social Media, AISAS Model, Digital Promotion Di era digital, media sosial Instagram menjadi salah satu sarana promosi yang banyak dimanfaatkan oleh pelaku usaha kecil menengah (UKM) untuk menjangkau konsumen. Salah satu UKM yang aktif memanfaatkan Instagram adalah Tadaima Bakehouse. Penelitian ini bertujuan untuk menganalisis pemanfaatan media sosial Instagram sebagai alat promosi pada akun Tadaima Bakehouse dalam mendukung efektivitas komunikasi pemasaran digital. Variabel penelitian didefinisikan menggunakan model AISAS yang meliputi attention, interest, search, action, dan share sebagai tahapan perilaku konsumen dalam merespons pesan promosi. Sampel penelitian berjumlah tiga informan yang terdiri atas Manager Marketing Executive, Content Creator dan Social Media Specialist, serta Customer Tadaima Bakehouse. Teknik pengambilan sampel menggunakan purposive sampling dengan pertimbangan keterlibatan langsung informan terhadap aktivitas promosi dan pengalaman konsumsi produk. Metode analisis data yang digunakan adalah penelitian kualitatif dengan pendekatan studi kasus melalui teknik pengumpulan data berupa wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa pemanfaatan Instagram sebagai media promosi telah dijalankan secara terencana, konsisten, dan terintegrasi. Pada tahap attention, konten soft selling yang kreatif mampu menarik perhatian audiens. Tahap interest diperkuat melalui visual produk yang menarik dan penyampaian informasi yang relevan. Tahap search difasilitasi oleh kemudahan akses informasi melalui fitur Instagram seperti profil dan direct message. Tahap action terlihat dari kemudahan proses pemesanan yang mendorong keputusan pembelian konsumen. Tahap share ditunjukkan melalui partisipasi konsumen dalam membagikan pengalaman mereka secara sukarela di media sosial. Interpretasi hasil penelitian menunjukkan bahwa Instagram tidak hanya berfungsi sebagai media eksposur merek, tetapi juga efektif dalam membangun keterlibatan konsumen, mendorong keputusan pembelian, serta memperkuat loyalitas pelanggan secara berkelanjutan sehingga Instagram dapat dipertimbangkan sebagai media strategis dalam komunikasi pemasaran digital UKM. Kata Kunci : Media Sosial Instagram, Model AISAS, Promosi Digital
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