%0 Thesis
%9 S1
%A WULANDARI, MARCELLA PUTRI
%B Biro Perpustakaan
%D 2025
%F umbprints:96758
%I Universitas Mercu Buana Jakarta
%K Persepsi, Promosi Digital, Instagram, Media Sosial, Laras Hati
%P 84
%T PERSEPSI MENGENAI KONTEN PROMOSI INSTAGRAM  (Studi Deskriptif @larashatimangkunegaran Tahun 2024)
%U http://repository.mercubuana.ac.id/96758/
%X This study aims to analyze how followers assess the aesthetics, quality, and  relevance of posted promotional content. Audience perception is defined as the  result of followers' subjective assessment of promotional content based on  experience, knowledge, and interactions carried out through social media. This  study uses a qualitative approach with a descriptive method. The subjects of the  study were project managers, visitors, and active followers of the  @larashatimangkunegaran account who were selected according to the criteria of  having followed the account for at least three months and actively interacting  through comments, likes, or shares.  Data collection techniques were carried out through in-depth interviews and  observations, while data analysis used an interactive model from Miles and  Huberman which included data reduction, data presentation, and drawing  conclusions. The results of the study show that the Instagram account  @larashatimangkunegaran has succeeded in building a positive perception through  visual and interactive promotional strategies such as reels, stories, feeds, captions,  hashtags, and giveaways. Followers and visitors rate the promotional content as  interesting, informative, and able to encourage active participation, including ticket  sales transactions and the formation of fan communities. This perception  encourages higher engagement with the promoted event.  In conclusion, the digital promotion strategy implemented by this account  is effective in building a positive image and increasing public participation in  cultural events. This study provides important insights into optimizing promotion  through social media in a cultural context.  Keywords: Perception, Digital Promotion, Instagram, Social Media, Laras Hati    Penelitian ini bertujuan menganalisis bagaimana pengikut menilai estetika,  kualitas, dan relevansi konten promosi yang diposting. Persepsi khalayak  didefinisikan sebagai hasil penilaian subjektif pengikut mengenai konten promosi  berdasarkan pengalaman, pengetahuan, dan interaksi yang dilakukan melalui media  sosial. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif.  Subjek penelitian adalah project manager, pengunjung dan pengikut aktif akun  @larashatimangkunegaran yang dipilih sesuai dengan kriteria telah mengikuti  akun minimal tiga bulan dan aktif berinteraksi melalui komentar, like, atau share.  Teknik pengumpulan data dilakukan melalui wawancara mendalam dan  observasi, sementara analisis data menggunakan model interaktif dari Miles dan  Huberman yang mencakup reduksi data, penyajian data, dan penarikan kesimpulan.  Hasil penelitian menunjukkan bahwa akun Instagram @larashatimangkunegaran  berhasil membangun persepsi positif melalui strategi promosi berbasis visual dan  interaktif seperti reels, story, feed, caption, hashtag, dan giveaway. Pengikut dan  pengunjung menilai konten promosi sebagai menarik, informatif, dan mampu  mendorong partisipasi aktif, termasuk transaksi jual beli tiket dan pembentukan  komunitas penggemar. Persepsi ini mendorong keterlibatan yang lebih tinggi  terhadap acara yang dipromosikan.  Kesimpulannya, strategi promosi digital yang diterapkan akun ini efektif  membangun citra positif dan meningkatkan partisipasi publik mengenai event  budaya. Penelitian ini memberikan wawasan penting mengenai optimalisasi  promosi melalui media sosial dalam konteks kebudayaan.  Kata Kunci: Persepsi, Promosi Digital, Instagram, Media Sosial, Laras Hati