IMPLEMENTASI PROMOSI PERUMAHAN THE PURINATHA PT NINDYA KARYA (PERSERO) DIVISI PROPERTI MELALUI MEDIA SOSIAL INSTAGRAM GUNA MENARIK MINAT PEMBELI

ELISA, VIRA FATMA (2023) IMPLEMENTASI PROMOSI PERUMAHAN THE PURINATHA PT NINDYA KARYA (PERSERO) DIVISI PROPERTI MELALUI MEDIA SOSIAL INSTAGRAM GUNA MENARIK MINAT PEMBELI. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Perumahan The Purinatha PT Nindya Karya (Persero) Divisi Properti memilih Instagram sebagai implementasi promosi dalam media sosial mereka, karena Instagram merupakan digital platform yang masih menjadi salah satu pilihan utama para konsumen dalam mencari informasi. Tujuan promosi dan pemasaran yang dilakukan melalui media sosial Instagram tentunya untuk menarik minat beli. Pada dasarnya penelitian ini dilakukan untuk mengetahui implementasi promosi perumahan The Purinatha PT Nindya Karya (Persero) Divisi Properti melalui media sosial Instagram dan memberikan saran praktis guna meningkatkan minat pembeli. Peneliti menggunakan teori yang dapat mendukung penelitian ini. Landasan teori yang digunakan dalam penelitian ini adalah teori komunikasi pemasaran, implementasi, digital marketing communication, social media marketing, Instagram, promosi, minat beli. Paradigma penelitian yang digunakan dalam penelitian ini adalah post- positivisme, karena peneliti ingin membangun pemahaman mengenai implementasi promosi melalui media sosial Instagram yang digunakan oleh The Purinatha. Pendekatan dalam penelitian ini adalah pendekatan kualitatif dengan menggunakan metode deskriptif kualitatif dan pengumpulan datanya melalui wawancara dengan beberapa nara sumber terkait. Hasil dari penelitian ini menunjukkan bahwa The Purinatha memilih media sosial Instagram sebagai implementasi promosinya, dikarenakan point of interest dari para konsumen pengguna instragram yang tinggi. Implementasi Promosi yang dilakukan yakni pembuatan konten dengan pesan informatif yang kreatif, dan pemanfaatan berbagai fitur Instagram sebagai alat daya tarik minat beli konsumen. Kata Kunci: promosi, the purinatha, media sosial, instagram, minat beli The Purinatha Cluster PT Nindya Karya (Persero) chose Instagram as the implementation of a promotion strategy on their social media because Instagram is a digital platform that is still one of the main choices for consumers seeking information. The purpose of promotion and marketing carried out through Instagram's social media is to attract buying interest. Essentially, the purpose of this research was to determine the implementation of The Purinatha PT Nindya Karya (Persero) Property Division's housing promotion strategy through Instagram social media, as well as to provide practical advice to increase buyer interest. Researchers use a theory that can support this research. The theoretical bases used in this study are marketing communication theory, strategy implementation, digital marketing communication, social media marketing, Instagram, promotion, and buying interest. The research paradigm used in this study is post-positivism because researchers want to build an understanding of the implementation of promotional through Instagram, the social media platform used by The Purinatha. The approach in this study is a qualitative approach using a qualitative descriptive method and collecting data through interviews with several relevant informants. According to the findings of this study, The Purinatha choose Instagram as its social media implementation for promotion due to the high point of interest among Instagram users. The implementation of the promotion strategy is the creation of Content with creative and informative messages and the use of various Instagram features as a means of attracting consumer interest in buying interest. Keywords: promotion, the purinatha, social media, instagram, purchase intention.

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