Efektivitas media sosial instagram sebagai media promosi we the fest 2016 = The effectiveness of social media instagram as we the fest 2016 media promotion

Falinda, Reza Bhakti (2017) Efektivitas media sosial instagram sebagai media promosi we the fest 2016 = The effectiveness of social media instagram as we the fest 2016 media promotion. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan kemajuan ilmu pengetahuan dan teknologi mendorong adanya transformasi dari strategi promosi suatu perusahaan. Strategi promosi yang sebelumnya hanya mengandalkan media promosi konvensional kini mulai beralih dengan memanfaatkan media promosi elektronik seperti sosial media. Instagram sebagai media sosial kedua dengan pengguna terbanyak di Indonesia menjadi salah satu media sosial yang digunakan oleh We The Fest 2016 untuk menyebarkan informasi terkait dengan pengisi acara, promo, kuis, dan untuk memperluas pasarnya. Dalam penelitian ini, penulis menggunakan analisa kuantitatif dengan mencari korelasi antara jawaban koresponden yang merupakan pengikut media sosial Instagram @we.the.fest terkait dengan EFEKTIVITAS penggunaan media sosial Instagram sebagai media promosi We The Fest 2016. Hasil penelitian ini menunjukkan bahwa penggunaan media sosial Instagram berhasil mendorong perhatian dan ketertarikan para pengikut terhadap acara We The Fest 2016. Dari segi menumbuhkan keinginan dan mendorong adanya aksi, penggunaan media sosial Instagram berhasil untuk meningkatkan jumlah pembelian dan mendorong adanya promosi dari mulut-ke-mulut, namun tidak terlalu berpengaruh terhadap jumlah keikutsertaan terhadap kuis, lomba, maupun promo yang ditawarkan./ The rapid development of science and technology has triggered the transformation of promotion strategy in company. The promotion strategy that previously depends on the usage of convensional media, currently shifting to electronic promotion media such as social media. Instagram as one of the social media with the second largest user in Indonesia becomes one of the social media that used by We The Fest 2016 to spread the information regarding about the guest star, promo, quiz, and to expand their market. In this research, the researcher uses qualitative analysis by finding the correlation between respondent answers which are the followers of @we.the.fest regarding to the effectiveness of the usage of social media Instagram as the We The Fest 2016 media promotion. This research comes to a result that the usage of Instagram has succeed to boost the attention and interest aspect of followers about We The Fest 2016. From the increasing aspect in desire and action, the usage of Instagram is successfully increasing the number of sales volume and boosting the word of mouth promotion, but not truly work to increase the participation number of quiz, competition, and promo that is offered by We The Fest 2016.

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