STUDI KOMPARATIF : ANALISIS ISI PESAN KOMUNIKASI PEMASARAN MELALUI INSTAGRAM (@gramedia dan @gunungagung)

MAHENDRA, RIZKY and Nadjib, H. Abdul and Pratiwi, Miftha (2022) STUDI KOMPARATIF : ANALISIS ISI PESAN KOMUNIKASI PEMASARAN MELALUI INSTAGRAM (@gramedia dan @gunungagung). Undergraduate thesis, Sriwijaya University.

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Abstract

Marketing Communication is a marketing activity in an effort to broadcast information, persuade, incite, and or remind the target market of the company and its products so that consumers are willing to use the products offered by the relevant manufacturers. With the rapid growth of the internet, businesses use Instagram to form marketing communication. This research aims to find out what are the contents of marketing communication messages generated from Instagram @gramedia and @gunungagung. The concept used in this research that there are 9 (nine) message themes that people talk about the most, especially in the business/marketing communication ran (Kelly, 2007, p. 108). The method used in this research is Quantitative Content Analysis with a comparative approach. The results of Mann-Whitney test show The result is that there are differences from the content of Gramedia and Gunung Agung. The results of the Content Analysis show that Gramedia has a dominant form of Marketing Communication in all dimensions described in the concept of The Nine Block Conversation Planner. Keywords: Quantitative Content Analysis, Marketing Communication, Instagram, Company

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Analisis Isi Kuantitatif, Komunikasi Pemasaran, Instagram, Perusahaan
Subjects:	H Social Sciences > H Social Sciences (General) 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 Mahendra
Date Deposited:	26 Sep 2022 03:08
Last Modified:	26 Sep 2022 03:08
URI:	http://repository.unsri.ac.id/id/eprint/79826

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