MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA KOMUNIKASI DALAM MEMBANGUN AWARENESS KHALAYAK PADA DESTINASI HANGOUT YANG INSTAGRAMABLE (Analisis Isi Deskriptif Kualitatif Akun Instagram @worthyourvisit)

Fazhari, Aditya Ahmad (2023) MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA KOMUNIKASI DALAM MEMBANGUN AWARENESS KHALAYAK PADA DESTINASI HANGOUT YANG INSTAGRAMABLE (Analisis Isi Deskriptif Kualitatif Akun Instagram @worthyourvisit). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Keinginan untuk mengabadikan momen seru dan mengunggahnya ke Instagram membuat orang-orang kini berlomba-lomba mencari tempat yang Instagramable. Mulai dari kafe, restoran, mal, taman kota, hingga tempat wisata alam akhirnya menyediakan ruang untuk latar pengambilan gambar. Penelitian ini diarahkan untuk menggambarkan pemanfaatan media sosial Instagram sebagai media komunikasi dalam membangun awareness khalayak akan lokasi atau destinasi hangout yang Instagramable. Konsep yang digunakan meliputi komunikasi pemasaran, promosi, computer mediated communication atau komunikasi digital, dan media baru. Dengan metode dan analisis deskriptif kualitatif terhadap akun Instagram @worthyourvisit, terutama mengamati konten feeds, stories, dan reels akun Instagram @worthyourvisit. Hasil penelitian menunjukkan bahwa pemanfaatan media sosial Instagram dalam membangun awareness destinasi hangout yang Instagramable dilakukan dengan cara mengunggah konten yang berisi informasi mengenai lokasi, menu makanan, layanan, dan dekorasi yang dapat menarik follower terhadap destinasi hangout. Adapun pengemasan dilakukan dengan memanfaatkan fitur Instagram dan audio yang berkualitas. Kombinasi keduanya menjadikan bahan promosi yang dapat membangun dan meningkatkan awareness terhadap destinasi hangout yang disajikan. The desire to capture exciting moments and upload them to Instagram makes people now compete to find Instagramable places. Starting from cafes, restaurants, malls, city parks, to natural tourist attractions, they finally provide space for shooting backgrounds. This research was directed to describe the use of Instagram social media as a communication medium in building public awareness of Instagramable hangout locations or destinations. The concepts used include marketing communications, promotions, computer mediated communications or digital communications, and new media. Using a qualitative descriptive method and analysis of the @worthyourvisit Instagram account, especially observing the feeds, stories, and reels content of the@worthyourvisit Instagram account. The results of the study show that the use of Instagram social media in building awareness of Instagramable hangout destinations is done by uploading content that contains information about locations, food menus, services, and decorations that can attract followers to hangout destinations. The packaging is done by utilising Instagram features and quality audio. The combination of the two makes promotional materials that can build and increase awareness of the hangoutdestinations presented.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44316110089
Uncontrolled Keywords: Komunikasi Pemasaran, Promosi, Media Digital, Media Sosial,Instagram Marketing Communication, Promotion, Digital Media, Social Media, Instagram
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 > Penyiaran
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 24 Feb 2024 02:44
Last Modified: 24 Feb 2024 02:44
URI: http://repository.mercubuana.ac.id/id/eprint/85612

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