SANSULUNG, HAYISA MULIA (2022) Strategi Pengelolaan Konten Instagram @joracle.flo dalam Mendorong Minat Beli pada Masa Pandemi Covid-19 Tahun 2021. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Kehadiran smartphone memudahkan para pelaku bisnis menjual barang dagangannya secara online, tidak hanya melalui Web, tetapi juga melalui jejaring sosial seperti Facebook, Twitter, dan Instagram. Penelitian ini difokuskan pada Instagram sebagai jejaring sosial yang banyak digunakan oleh masyarakat untuk berbisnis online khususnya di Indonesia. Joracle Florist merupakan salah satu bisnis online yang menjual produk kerajinan tangan yang sudah berjalan kurang lebih dua tahun yang menggunakan Instagram sebagai media komunikasi pemasaran online untuk membantu dalam sisi promosi. Penelitian ini adalah untuk mengetahui faktor-faktor pemilihan media Instagram sebagai media pengenalan produk kepada pelanggan, dan juga sebagai media penjualan. Metode yang digunakan adalah metode deskriptif kualitatif. Teori yang akan digunakan adalah Teori Digital Public Relations, Komunikasi Pemasaran Online, dan Pemilihan Media. Dalam pemanfaatan dan pemilihan media Instagram sebagai media penjualan online, tahapan Joracle Florist melewati model komunikasi pemasaran modern, pemilihan media untuk mengenali cara otak pelanggan. Terdapat keterkaitan Instagram dengan digital public relations dan komunikasi pemasaran online yang dapat dilihat melalui empat komponen dalam kegiatan pemasaran. Kata Kunci: Strategi Public Relations, Minat Beli, Online Bussines, Social Media, Instagram. ABSTRACT The presence of smartphones makes it easier for business people to sell their wares online, not only through the Web, but also through social networks such as Facebook, Twitter, and Instagram. This research is focused on Instagram as a social network that is widely used by the public to do business online, especially in Indonesia. Joracle Florist is an online business that sells handicraft products that has been running for approximately two years that uses Instagram as an online marketing communication medium to assist in the promotion side. This study was to determine the factors of choosing Instagram as a medium for product introduction to customers, and also as a sales medium. The method used is descriptive qualitative method. The theory that will be used is the theory of Digital Public Relations, Online Marketing Communication, and Media Selection. In the use and selection of Instagram as an online sales medium, the Joracle Florist stage goes through a modern marketing communication model, selecting media to identify the way the customer's brain works. There is a relationship between Instagram and digital public relations and online marketing communications, which can be seen through the four components of marketing activities. Keywords : Public Relations Strategy, Online Bussines, Interest to Buy, Social Media, Instagram.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR 22 027 |
| NIM/NIDN Creators: | 44218210017 |
| Uncontrolled Keywords: | Kata Kunci: Strategi Public Relations, Minat Beli, Online Bussines, Social Media, Instagram. |
| Subjects: | 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 > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 07 Dec 2022 05:22 |
| Last Modified: | 07 Dec 2022 05:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/72250 |
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