PEMANFAATAN FOOD PHOTOGRAPHY DALAM MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PEMASARAN DI ERA PANDEMI COVID-19

KARDINI, RIFKA WIDIA and Nisyak, Hoirun and Pratiwi, Miftha (2021) PEMANFAATAN FOOD PHOTOGRAPHY DALAM MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PEMASARAN DI ERA PANDEMI COVID-19. Undergraduate thesis, Sriwijaya University.

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Abstract

The COVID-19 pandemic delivered of a new era in marketing communication campaigns to reach consumers by using social media site Instagram as a marketing media platform, one of which is through the use of food photography services. Small companies and home delivery services in Palembang City, such as @Lemak.lah, @Get.yourbalance, and @Gouterbakes.id, are in high demand for food photography. In the era of the COVID-19 Pandemic, this study examines how the marketing communication process is predicated on the usage of food photography in Instagram social media as a marketing medium. Researchers used Chris Heuer's Four Cs (4C) theory, which has four dimensions: context, communications, collaboration, and connections, in this analysis. The outcomes of data collection methods such as in-depth interviews, observation, and documentation analysis are used to generate descriptive data in the form of words or orally with a qualitative research approach. The findings of the study show that the use of food photography in Instagram social media as a marketing medium in the age of the COVID-19 Pandemic has an impact on four aspects that are employed in the process of delivering marketing communications in the era of the COVID-19 Pandemic. The impacts include new ideas and commercial prospects, communication effectiveness, situational conditions, and increased profits. Key words: Marketing Communication, Food Photography, COVID-19 Pandemic.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Pemasaran, Food Photography, Pandemi COVID-19.
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:	Rifka Widia Kardini
Date Deposited:	06 Sep 2021 01:11
Last Modified:	09 Sep 2021 05:51
URI:	http://repository.unsri.ac.id/id/eprint/53402

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