STRATEGI KOMUNIKASI PEMASARAN PT.TOYAMILINDO (Studi Kasus Tentang Komunikasi Pemasaran Melalui Instagram di PT.Toyamilindo Cirebon)

Penulis

  • Elin Herlina Universitas Kuningan, Indonesia

DOI:

https://doi.org/10.33603/signal.v7i1.1913

Abstrak

ABSTRAK

Penelitian ini bertujuan untuk mengetahui bentuk promosi, instagram sebagai media promosi, serta hambatan dalam melakukan pemasaran di instagram.  Penelitian tentang strategi komunikasi pemasaran melalui instagram PT.Toyamilindo menggunakan metode penelitian kualitatif dengan pendekatan studi kasus yang mendeskripsikan secara jelas dan terperinci, serta mendapatkan data yang mendalam dari kasus yang diteliti dengan cara wawancara, observasi dan studi dokumentasi. Penelitian ini menggunakan Teori Interaksi Simbolik dan Teori Social Contructions of Technology. Hasil penelitian dari strategi komunikasi pemasaran melalui instagram PT.Toyamilindo ditemukan bentuk promosi berupa periklanan, penjualan perorangan, sponsorship, dari mulut ke mulut, give away, dan publikasi pemasaran. Instagram sebagai media promosi adalah Hastag #, foto keseharian, aplikasi pemesanan. Hambatan dalam memasarkan di instagram adalah followers bertambah dengan alami, membuat materi atau konten foto, pengambilan foto.

 

Kata Kunci: Komunikasi Pemasaran, Media Sosial, Instagram

 

ABSTRACT

 

This study aims to determine the form of promotion, Instagram as a media campaign, as well as obstacles in marketing on Instagram. The research on marketing communication strategy through PT. Toyamilindo Instagram uses qualitative research method with case study approach which describes clearly and detailed and gets deep data from case studied by interview, observation and documentation study. The research use Interaksi Simbolik theory dan Social Constructions of Technology theory. The results of the marketing communication strategy through Instagram PT. Toyamilindo found promotion form of advertising, individual sales, sponsorship, word of mouth, give away, and marketing publications. Instagram as a media campaign is Hashtag #, daily photos, reservations applications. Obstacles in marketing on Instagram is followers grows naturally, making material or photo content, taking photos.

 

Keywords: Marketing Communications, Media Social, Instagram

Referensi

Kotler, Phillip. 2005. Manajemen Pemasaran. Jilid Satu. Jakarta: Indeks

Shimp, Terence A. 2003. Periklanan Promosi: Komunikasi Pemasaran Terpadu. Dialih bahasakan oleh Revyani Sahrial, Dyah Anikasari. Jakarta: Erlangga

Yin, K. Robert. 2002. Study Kasus: Desain dan Metode. Jakarta: Raja Grafindo Persada

Sumber lain:

instagram.com/mountoya_id

Unduhan

Diterbitkan

2019-02-04

Terbitan

Vol 7 No 1 (2019): JURNAL SIGNAL

Bagian

Artikel

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Lisensi

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