KOMUNIKASI PEMASARAN DIGITAL MELALUI INSTAGRAM BAZNAS BAZIS JAKARTA @BAZNASBAZISDKIJAKARTA UNTUK MENARIK MINAT MILENIAL MEMBAYAR ZAKAT, INFAQ DAN SHADAQAH

AULIA, ANISSA (2024) KOMUNIKASI PEMASARAN DIGITAL MELALUI INSTAGRAM BAZNAS BAZIS JAKARTA @BAZNASBAZISDKIJAKARTA UNTUK MENARIK MINAT MILENIAL MEMBAYAR ZAKAT, INFAQ DAN SHADAQAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Digital marketing communication serves as a tool for institutions to directly and indirectly inform, persuade, and remind consumers about products or services marketed digitally. Hence, Baznas Bazis DKI Jakarta requires communication media for the marketing communication process, which is the social media platform Instagram. Instagram facilitates millennials in accessing information, thereby enhancing trust to engage in online zakat, infaq, and shadaqah donations. With the theory of digital marketing communication as the theoretical foundation, this research aims to analyze digital marketing communication through the Instagram account @baznasbazisdkijakarta in attracting the interest of millennials to make zakat, infaq, and shadaqah payments. A qualitative descriptive methodology is employed to ascertain the digital marketing communication activities conducted by Baznas Bazis DKI Jakarta, including advertising, carried out in collaboration with the press, sales promotion by presenting zakat-related content relevant to millennial trends, and providing zakat pick-up and delivery services. Additionally, direct marketing is conducted through Instagram stories with the "see more" feature. Keywords: Digital Marketing Communication, Instagram, Zakat, Infaq, and Shadaqah. Komunikasi pemasaran digital merupakan sarana lembaga dalam memberikan informasi, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung mengenai produk atau layanan yang dipasarkan secara digital. Karena hal tersebut, Baznas Bazis DKI Jakarta membutuhkan media komunikasi untuk proses komunikasi pemasaran, yaitu media sosial Instagram. Instagram memudahkan millennials dalam mengakses informasi sehingga dapat meningkatkan kepercayaan untuk melakukan zakat, infaq, dan shadaqah secara online. Dengan teori komunikasi pemasaran digital sebagai landasan teori penelitian. Penelitian ini bertujuan untuk menganalisis komunikasi pemasaran digital melalui akun Instagram @baznasbazisdkijakarta dalam menarik minat generasi milenial untuk melakukan pembayaran zakat, infaq, dan shadaqah. Metodologi kualitatif deskriptif digunakan untuk mengetahui kegiatan komunikasi pemasaran digital yang dilakukan Banas Bazis DKI Jakarta yaitu advertising yang dilakukan dengan bekerjasama dengan media pers, lalu sales promotion dengan menyajikan konten zakat yang relevan dengan tren milenial serta menghadirkan jasa layanan antar jemput zakat kemudian direct marketing yang dilakukan melalui ditur Instagram stories “see more”. Kata Kunci: Komunikasi Pemasaran Digital, Instagram, Zakat, Infaq dan Shadaqah

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 24 026
NIM/NIDN Creators: 44318010032
Uncontrolled Keywords: Komunikasi Pemasaran Digital, Instagram, Zakat, Infaq dan Shadaqah
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.42 Fiqh of Worship/Fiqih Ibadah > 297.424 Zakat/Zakat
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 29 Apr 2024 02:53
Last Modified: 29 Apr 2024 02:53
URI: http://repository.mercubuana.ac.id/id/eprint/88300

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