EFEKTIVITAS PENGGUNAAN INSTAGRAM SEBAGAI MEDIA PROMOSI APLIKASI TREVO

CHINTYA, MEYLANI (2022) EFEKTIVITAS PENGGUNAAN INSTAGRAM SEBAGAI MEDIA PROMOSI APLIKASI TREVO. D4 thesis, Poltekpar NHI Bandung.

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Abstract

The existence of technology that is developing rapidly and increasingly sophisticated makes social media especially Instagram used as a promotional medium by business actors, especially PT Future Mobility Solutions to promote a vehicle rental application called TREVO. Therefore, this study aims to see how effective the use of Instagram social media is as a promotional medium for the TREVO application. The theory used in this study is AISAS (Attention, Interest, Search, Action, Share) (Sugiyama, 2011). The research method used is descriptive research method with a quantitative approach, using data collection tools in the form of questionnaires or questionnaires and literature study. For sample collection, a non-probability sampling technique was used, namely purposive sampling. In determining the number of samples in this study, the Krejie Morgan table was used with samples originating from pengikut of the @Trevo.indo Instagram account. The data that has been obtained is processed using SPSS version 26 and a Likert scale. The results of this study are stating that the Attention, Search, Action, and Share dimensions state that it has been effective, but there is one dimension that gets quite effective results, namely the Interest dimension. Recommendations consist of each AISAS sub-variable that is different in each aspect.

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