REPRESENTASI DIRI SELEBGRAM DALAM PEMASARAN UMKM DI KOTA PALEMBANG

RAHMATULLAH, NASHIRUDDIN AMRI and Yunindyawati, Yunindyawati and Yulasteriyani, Yulasteriyani (2023) REPRESENTASI DIRI SELEBGRAM DALAM PEMASARAN UMKM DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Celebgram is a term to refer to people who use well-known Instagram accounts on the Instagram social media networking site. The research problem discusses the characteristics of a celebgram. The efforts of a celebrity in carrying out marketing and the form of representation of a celebrity. The purpose of this study is to gain knowledge and understanding of how celebrity representation in marketing of UMKM in the city of Palembang. By using descriptive qualitative research methods and using data collection techniques, observation, in-depth interviews and documentation. Data validity was tested by source triangulation. The results show that the characteristics of a celebrity are divided into 3 which is age, gender and the number of followers which are very related. There are 2 efforts made by a celebrity in doing marketing, namely Paid Promote and Endorsement. The representation of a celebgram is divided into 2, the first is the front stage and the second is the back stage. Keyword: Representation, Marketing, Celebgram.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Representasi, Pemasaran, Selebgram.
Subjects:	H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Nashiruddin Amri Rahmatullah
Date Deposited:	04 Oct 2023 02:01
Last Modified:	04 Oct 2023 02:01
URI:	http://repository.unsri.ac.id/id/eprint/129590

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