Pemanfaatan Influencer melalui Instagram dalam mempromosikan produk terbaru PT Optik Seis Jaya Jakarta = The role of influencers through instagram in promoting the latest products of pt optik seis jaya Jakarta

Christopher, Leonard (2021) Pemanfaatan Influencer melalui Instagram dalam mempromosikan produk terbaru PT Optik Seis Jaya Jakarta = The role of influencers through instagram in promoting the latest products of pt optik seis jaya Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seiring majunya teknologi digital yang semakin pesat, pertukaran Informasi juga semakin maju. Dengan begitu teknologi konvensional dengan otomatis juga sudah tertinggal dan masyarakat mau tidak mau harus berpaling ke teknologi sekarang ini, sehingga kegiatan sehari-hari seseorang sudah serba di mudahkan sep- erti Promosi melewati media sosial seperti Instagram. Promosi dengan menggunakan Influencer merupakan salah satu cara promosi alternatif masyarakat sekarang ini terutama di Indonesia. Dengan demikian cara promosi tersebut dengan perlahan menarik perhatian para pengusaha dan perusahaan untuk melakukan hal tersebut, seperti perusahaan Optik Seis. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus. Teknik pengumpulan data pada penelitian ini berupa wawancara ter- struktur. Wawancara tersebut dilakukan kepada beberapa informan yang merupa- kan salah satu marketing dari perusahaan Optik Seis, serta dua informan dan salah satu ahli di bidang digital marketing demi memvaliditasi data pada penelitian ini. Hasil penelitian dilakukan dengan menggunakan data yang di peroleh me- lalui wawancara kepada beberapa informan dengan pertanyaan dasar penelitian ini yang berupa (1) Bagaimana pemanfaatan influencer melalui Instagram yang dil- akukan oleh optik seis dalam mempromosikan produk terbarunya? (2) Mengapa optik seis memanfaatkan influencer melalui Instagram dalam mempromosikan produk terbarunya? / As digital technology advances rapidly, information exchange is also ad- vancing. That way conventional technology has automatically been left behind and people inevitably have to turn to today's technology, so that a person's daily activi- ties have been completely facilitated, such as promotion through social media such as Instagram. Promotion using Influencers is one of the alternative ways of promot- ing people today, especially in Indonesia. Thus, this way of promotion is slowly attracting the attention of entrepreneurs and companies to do so, such as the Optik Seis company. This study uses a qualitative approach with case study research methods. The data collection technique in this study was in the form of structured interviews. The interview was conducted with several informants who are one of the marketing companies from Optik Seis, as well as two informants and one of the experts in the field of digital marketing in order to validate the data in this study. The results of the study were carried out using data obtained through inter- views with several informants with the basic questions of this research, namely (1) How is the use of influencers through Instagram by Optical Seis in promoting its newest product? (2) Why does optics seis use influencers through Instagram to pro- mote its newest product?

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