PENERAPAN MEDIA SOSIAL INSTAGRAM SEBAGAI KOMUNIKASI PEMASARAN DHIARY WEDDING ORGANIZER DALAM MENARIK MINAT KONSUMEN

DISWARINA, BUNGAH and Mahriani, Retna and Yogsunandar, Harry (2022) PENERAPAN MEDIA SOSIAL INSTAGRAM SEBAGAI KOMUNIKASI PEMASARAN DHIARY WEDDING ORGANIZER DALAM MENARIK MINAT KONSUMEN. Undergraduate thesis, Sriwijaya University.

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Abstract

Competition is increasing rapidly in the digital era of the wedding organizer business world, forcing wedding organizers to actively apply social media as an effective and effective marketing communication to attract consumers. Dhiary wedding organizer is one of the wedding organizers in the city of Palembang who actively uses Instagram social media as a marketing communication by consistently creating educational and inspirational content videos about weddings so that they can attract consumer interest. This study uses the theory of 4C Social Media Marketing according to Chris Heur with the method used by researchers is a qualitative method using a type of descriptive approach. This study used data collection techniques in the form of in-depth interviews, observation, and literature study. This study shows the results on the context dimension. Dhiary wedding organizers provide attention-grabbing uploads and use content-related captions to provide information. Then, there is the communication dimension. Dhiary wedding organizers apply persuasive message content and two-way communication. Then on the collaboration dimension, Dhiary wedding organizer implements the use of Instagram features. Furthermore, on the connection dimension, the Dhiary wedding organizer looks at the response of followers through Instagram comments. Follower response through comments is a form of marketing communication that can interact with the audience. Keywords: Application of Instagram, Marketing Communications, Dhiary Wedding Organizer, Attracting Consumer Interest

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Penerapan Instagram, Komunikasi Pemasaran, Dhiary Wedding organizer, Menarik Minat Konsumen
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:	Bungah Diswarina
Date Deposited:	30 Jan 2023 03:12
Last Modified:	30 Jan 2023 03:12
URI:	http://repository.unsri.ac.id/id/eprint/88449

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