EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI DI CV. MUKI TRAVEL YOGYAKARTA

Cresensia Tanji, Angkat (2022) EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI DI CV. MUKI TRAVEL YOGYAKARTA. D4 thesis, Poltekpar NHI Bandung.

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Abstract

nformation technology is currently developing so rapidly, digital media platforms are believed to have an impact that can influence human behavior on how a person communicates and socializes. This digitization process is carried out as a form of transformation to provide convenience in accessing information as well as alternative methods of long-distance communication, with this convenience many industry players, especially travel, are currently also taking advantage of the existence of social media as a promotional media. One of the travelers who use social media as a means of promotion is CV. Muki Travel which is a travel agency company based in Yogyakarta, and the social media used is Instagram. Promotional activities through Instagram social media are currently in great demand because product sales can be aimed directly at the desired target market at an affordable cost, therefore this study aims to determine how much effectiveness the use of Instagram social media as a promotional media in CV. Muki Travel, using five dimensions, namely Attention, Interest, Search, Action and Share, through this research is also expected to be a benchmark for companies in using Instagram social media. The method used is descriptive research method with a quantitative approach with data collection techniques used. conducted through questionnaires and literature study. Determination of the sample is by using a purposive technique of 270 Instagram followers @mukitravel who are respondents in this study. The results of the assessment of the level of effectiveness of the use of social media Instagram CV. Muki Travel is currently good with an average score of 4.15, in this study also contains recommendations regarding the use of Instagram which are expected to help CV. Muki Travel in improving and maintaining the quality of CV. Muki Travel

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