SETIAJI, ANGGA (2023) PEMANFAATAN MEDIA SOCIAL INSTAGRAM SEBAGAI MEDIA PROMOSI BRAND THXINSOMNIA DI MASA PANDEMI COVID 19 ( PERIODE 2021- 2022). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Lots of big brands slumped during the Covid 19 pandemic and not many had to close because they suffered losses. however, some brands take advantage of social media platforms to maintain their business, for example the THANKSINSOMNIA brand which utilizes Instagram social media. Due to utilizing social media THANKSINSOMNIA is able to carry out promotional activities and can increase sales figures during the covid 19 pandemic. This study aims to find out how the THANKSINSOMNIA brand utilizes Instagram social media as a promotional medium in the covid 19 pandemic This researcher took 3 (3) people as sources who provided information regarding the THANKSINSOMNIA brand for researchers. The resource persons consisted of 1 (one) key informant, namely social media specialists from the THANKSINSOMNIA brand itself and 2 (two) other people who were consumers of the THANKSINSOMNIA brand. The interview technique was carried out face to face with a third informant. This research is qualitative in nature and the paradigm used in this study is the post- positivism paradigm. Data processing was carried out using descriptive analysis which has the aim of describing a condition or situation that arises in the community. Then draw conclusions as a feature or description of certain conditions. Data collection techniques are carried out using source triangulation or combinations. analysis of promotional activities on Instagram social media carried out by the THANKSINSOMNIA brand, namely always posting promotional content on its 2 (two) Instagram accounts and interlude content such as daily content, promotional content also provides information on discounted promos and events that will be held. Research shows that the utilization of Instagram social media carried out by the THANKSINSOMNIA brand has been implemented and carried out properly in accordance with the marketing strategy concepts that they have compiled to become a reference by utilizing Instagram social media which is currently more effective than other social media in carrying out promotional activities. . Keywords: communication marketing, marcom, social media marketing, THANKSINSOMNIA, Instagram Banyak sekali brand besar terpuruk saat pandemi covid 19 dan tak banyak juga harus tutup karena mengalami kerugian. akan tetapi beberapa brand memanfaat kan platform sosial media untuk tetap mempertahan kan usaha nya, contoh nya brand THANKSINSOMNIA yang manfaatkan sosial media Instagram . Karena memanfaatkan sosial media THANKSINSOMNIA mampu melakukan aktivitas promosi dan dapat menaikan angka penjualan saat pandemic covid 19. Penelitian ini bertujuan untuk mengetahui Bagaimana cara brand THANKSINSOMNIA memanfaatkan sosial media Instagram sebagai media promosi di pandemi covid 19 Peneliti ini mengambil 3 ( 3 ) orang sebagai narasumber yang memberikan informasi terkait brand THANKSINSOMNIA untuk peneliti. Narasumber tersebut terdiri dari 1 ( satu ) orang narasumber utama yaitu sosial media specialist dari brand THANKSINSOMNIA itu sendiri dan 2 ( dua ) orang lagi merupakan konsumen brand THANKSINSOMNIA. Teknik wawancara dilakukan secara tatap muka dengan ketiga narasumber. Penelitian ini bersifat kualitatif dan paradigma yang digunakan dalam penelitian ini adalah paradigma post positivisme. Pengelahan data dilakukan dengan analisis deskriftif yang memiliki tujuan untuk menggambarkan suatu kondisi atau situasi yang timbul di Masyarakat. Kemudian menarik kesimpulan sebagai suatu ciri atau gambaran tentang kondisi tertentu. Teknik pengumpulan data dilakukan menggunakan triangluasi sumber atau gabungan. analisa terhadap aktivitas promosi di sosial media Instagram yang dilakukan brand THANKSINSOMNIA yaitu selalu memposting konten promosi di 2 ( dua ) akun Instagram nya dan konten selingan seperti daily konten, konten promosi juga memberikan informasi diskon promo-promo dan event yang akan diadakan. Penelitian menunjukkan bahwa pemanfaatan media sosial Instagram yang dilakukan oleh brand THANKSINSOMNIA sudah diterapkan dan dijalankan dengan baik sesuai dengan konsep-konsep strategi pemasaran yang mereka susun untuk menjadi acuan dengan memanfaatkan media sosial Instagram yang saat ini lebih efektif dibandingkan dengan media sosial lain dalam menjalankan aktivitas promosi. Kata kunci : marketing komunikasi, marcom, sosial media marketing,THANKSINSOMNIA,instagram
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