IMPLEMENTASI PROMOSI 2 (DUA) BULAN KURSUS TAMBAHAN ENGLISH FIRST MELALUI INSTAGRAM UNTUK MENINGKATKAN MINAT KHALAYAK TERHADAP PROGRAM KURSUS BAHASA INGGRIS (Studi Deskriptif Implementasi Promosi English First Melalui Instagram @efadults Periode Tahun 2022)

RAINHARD, WAHYUDI (2023) IMPLEMENTASI PROMOSI 2 (DUA) BULAN KURSUS TAMBAHAN ENGLISH FIRST MELALUI INSTAGRAM UNTUK MENINGKATKAN MINAT KHALAYAK TERHADAP PROGRAM KURSUS BAHASA INGGRIS (Studi Deskriptif Implementasi Promosi English First Melalui Instagram @efadults Periode Tahun 2022). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Menguasai Bahasa Inggris sangat penting dalam era globalisasi saat ini agar dapat bersaing dengan masyarakat global baik dalam negeri maupun luar negeri. Namun, minat masyarakat Indonesia terhadap Bahasa Inggris sangat rendah, hal ini berdampak pada kurangnya minat masyarakat terhadap kursus Bahasa Inggris di English First. Oleh karena itu, perlu dilakukan upaya untuk meningkatkan minat beli konsumen terhadap kursus Bahasa Inggris di English First. Salah satu upaya yang dilakukan adalah dengan mengimplementasikan promo gratis 2 bulan kursus tambahan English First. Implementasi promo tersebut diharapkan dapat meningkatkan minat beli konsumen dan menjadi solusi untuk mengatasi masalah rendahnya minat beli konsumen terhadap kursus English First. Penelitian ini bertujuan untuk mengetahui bagaimana implementasi promo 2 bulan kursus tambahan English First dalam meningkatkan minat khalayak terhadap kursus Bahasa Inggris dengan metode deskriptif kualitatif. Lalu, penelitian ini juga menggunakan paradigma postpositivisme dengan pendekatan kualitatif . Objek penelitian dalam penelitian ini adalah rendahnya minat beli konsumen terhadap kursus English First. Penelitian ini menggunakan teknik pengumpulan data primer dengan cara mewawancarai narasumber dari 2 orang karyawan English First dan 10 orang followers dari Instagram @efadults baik peserta kursus maupun bukan peserta kursus. Lalu, pengambilan data sekunder melalui dokumentasi maupun studi pustaka. Hasil penelitian tersebut menunjukkan bahwa implementasi promo 2 bulan kursus tambahan English First dapat meningkatkan minat khalayak terhadap kursus Bahasa Inggris yang ditawarkan yang dimana minat beli tersebut meningkatkan dari sebelumnya dan khalayak menganggap bahwa promo tersebut memberikan kesempatan yang lebih baik untuk meningkatkan kemampuan berbahasa Inggris. Walaupun harga yang ditawarkan terbilang cukup mahal tetapi English First dapat memberikan nilai lebih dalam program kursus Bahasa Inggris yang ditawarkan. Oleh karena itu, implementasi promo 2 bulan kursus tambahan berhasil meningkatkan minat khalayak terhadap kursus Bahasa Inggris yang ditawarkan. Kata Kunci: promosi, english first, instagram, minat beli, kursus bahasa inggris Mastering English language is crucial in today's globalization era to compete with the global society both domestically and internationally. However, Indonesian society's interest in English language is relatively low, resulting in a lack of interest in English language courses at English First. Therefore, efforts are needed to increase consumer buying interest in English language courses at English First. One of the efforts taken is by implementing a two-month free promotion course at English First. The implementation of this promotion is expected to increase consumer buying interest and become a solution to overcome the low consumer buying interest in English First courses. This study aims to determine how the implementation of a two-month promotion course at English First can increase audience interest in English language courses using a qualitative descriptive method. Furthermore, this research also uses the post-positivist paradigm with a qualitative approach. The research object in this study is the low consumer buying interest in English First courses. This study uses primary data collection techniques by interviewing 2 English First employees and 10 Instagram @efadults followers who are both participants and non- participants in the courses. Secondary data collection is also carried out through documentation and literature studies. The results of this study show that the implementation of a two-month promotion course at English First can increase audience interest in the offered English language courses. The buying interest increased significantly, and the audience considered the promotion as a better opportunity to improve their English language skills. Although the offered price is relatively high, English First can provide added value in the English language course program offered. Therefore, the implementation of the two-month promotion course has successfully increased audience interest in English language courses at English First. Keywords: promotion, english first, instagram, buying interest, language course.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44321110046
Uncontrolled Keywords: promosi, english first, instagram, minat beli, kursus bahasa inggris promotion, english first, instagram, buying interest, language course.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan
Divisions: Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User: ALFINA DHEA NOVA
Date Deposited: 06 May 2023 07:18
Last Modified: 06 May 2023 07:18
URI: http://repository.mercubuana.ac.id/id/eprint/76799

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