KUALITAS KONTEN IKLAN INSTAGRAM PADA AKUN INSTAGRAM @LINTASSHUTTLE

PINKY LARASATI, NAFTA (2022) KUALITAS KONTEN IKLAN INSTAGRAM PADA AKUN INSTAGRAM @LINTASSHUTTLE. D4 thesis, Poltekpar NHI Bandung.

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Abstract

The use of transportation is one of the most important aspects in moving people from one place to another. The higher the mobility of a person from one city to another, many companies make shuttle services, one of which is Lintas Shuttle. The amount of competition with the same type of service makes Lintas Shuttle have to increase its promotions by advertising on Instagram @lintasshuttle. The purpose of this study is to see how the quality of Instagram ad content on the Instagram account @lintasshuttle by conducting an assessment using the concept of AISAS theory from Dentsu (2004). The research method used is quantitative descriptive research. The data collection tool used is by distributing questionnaires to 100 respondents who are Lintas Shuttle Instagram Followers, interviews were also conducted with Lintas Shuttle Marketing Communications to obtain initial data, then the data results were analyzed using descriptive statistical analysis and measured using a continuum line. The results of this study indicate that the content advertised by Lintas Shuttle which is measured by aspects of Attention, Interest, Search, Action and Share as a whole has received a good rating. In this study, advertising on Instagram does not have a large effect on purchasing actions but is very influential as a tool to reach a wider target market and maintain brand awareness. Based on this, this research produces recommendations in the form of maximizing the use of other social media such as TikTok as a tool to promote services and expand the reach of Lintas Shuttle's target market.

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