MODEL KOMUNIKASI DALAM PEMBERIAN INFORMASI AKUN INSTAGRAM @PALEMBANG.EKSIS TERHADAP FOLLOWERS

FATHONAH, RIZKY AULIA and Nomaini, Faisal and Musdalifah, Farisha Sestri (2023) MODEL KOMUNIKASI DALAM PEMBERIAN INFORMASI AKUN INSTAGRAM @PALEMBANG.EKSIS TERHADAP FOLLOWERS. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the communication model used by the Instagram account @palembang.eksis in providing information to its followers. This study adopts two suitable communication models, namely the AIDA model and the social media communication model by Penney and Becker. In this study, we used a qualitative approach by conducting content analysis on posts by the @palembang.eksis account and interviewing the account owner and several active followers as the primary data source. Secondary data was also collected from the literature on communication theories, social media concepts, and previous studies on the use of Instagram in marketing. The results of the study show that the Instagram account @palembang.eksis has succeeded in applying the principles of the AIDA model in its communication process with its followers. Posts that attract attention (Attention) have succeeded in generating interest (Interest) for followers to continue reading or interact further with the content. Furthermore, through informative and interesting content about life in Palembang and local tourist attractions, the account creates a desire for its followers to visit these locations or participate in certain events. Finally, the @palembang.eksis account provides directions or calls to action (Action) by providing clear information about how to obtain certain products/services, such as visiting the link in the bio or making purchases of the products offered. In addition, this study also applies the social media communication model by Penney and Becker to understand the interactions between account owners and followers in the context of Instagram. The results show that the account succeeded in creating an emotional bond with its followers through being responsive to comments and messages from followers and adopting a familiar and relaxed style of language. This research makes an important contribution to understanding the use of Instagram as a marketing communication tool in the digital era. The AIDA model and social media communication model have helped strengthen the @palembang.eksis account's communication strategy in conveying information effectively to its followers. Keywords: Communication Model, Instagram Account, Providing Information, Followers, AIDA Model, Social Media Communication Model

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Model Komunikasi, Akun Instagram, Pemberian Informasi, Followers, Model AIDA, Model Komunikasi Media Sosial
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Rizky Aulia Fathonah
Date Deposited:	07 Aug 2023 07:18
Last Modified:	07 Aug 2023 07:18
URI:	http://repository.unsri.ac.id/id/eprint/126140

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