STRATEGI KOMUNIKASI PEMASARAN LIGHT RAIL TRANSIT (LRT) SUMSEL MELALUI MEDIA SOSIAL INSTAGRAM

SAID, MUHAMMAD WENDY OEMAR and Musdalifah, Farisha Sestri and Rahmawati, Annisa (2023) STRATEGI KOMUNIKASI PEMASARAN LIGHT RAIL TRANSIT (LRT) SUMSEL MELALUI MEDIA SOSIAL INSTAGRAM. Undergraduate thesis, Sriwijaya University.

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Abstract

This study found that the majority of people do not use South Sumatra's Light Rail Transit (LRT) due to limited routes and networks, causing a lack of LRT stations in their neighborhoods. As a result, they prefer other transportation options such as online ojek, angkot, and city buses. However, public interest in using LRT is quite high, as evidenced by the increasing number of passengers each year. The research used a qualitative method with a focus on the @lrtsumselofficial Instagram account. Data was collected through interviews, observation, and documentation. Data analysis involved data condensation, data presentation, and conclusion drawing techniques. The research also discussed the marketing strategy of South Sumatra LRT on Instagram, including target audience identification, content planning, and content types such as sub-utilization, sub-business, and sub-maintenance. Consistency and liveliness in posts are also considered important in the marketing strategy. This study found that the success of the marketing strategy on Instagram through the implementation of the LRT marketing communication strategy on social media, starting with preparation and followed by content evaluation according to the company's Standard Operating Procedure (SOP). Keywords: South Sumatera LRT (Light Rail Transit), Social Media Instagram, Strategi Pemasaran

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	LRT (Light Rail Transit) Sumatera Selatan, Media Sosial Instagram, Strategi Pemasaran.
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	M Wendy Oemar Said
Date Deposited:	30 Jan 2024 03:54
Last Modified:	30 Jan 2024 03:54
URI:	http://repository.unsri.ac.id/id/eprint/140233

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