KOMUNIKASI PEMASARAN INTERAKTIF MELALUI INSTAGRAM DI BAYU BUANA TRAVEL SERVICES

Shafira, Shafira (2022) KOMUNIKASI PEMASARAN INTERAKTIF MELALUI INSTAGRAM DI BAYU BUANA TRAVEL SERVICES. D4 thesis, Poltekpar NHI Bandung.

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Abstract

In this era of increasingly advanced technology, promotional activities through marketing communications are more easily accessible via the internet, especially interactive marketing where the use of information technology allows two-way communication between businesses and customers. Social media marketing involves using social media to persuade business consumers to use products and services of value. This gives every company the opportunity to promote the products they want to offer on the Internet. In the communication media itself can not be separated from the concept of communication. Media Social media itself has four elements of the communication concept (4C) to create effective communication as a means of promotion consisting of Context (context), Communication (communication), Collaboration (collaboration), Connection (connection). Engagement rate is a basic measure used in social media marketing to measure the performance of content on the platform. Therefore, this study aims to determine whether Bayu Buana Travel Services has carried out Interactive Marketing Communication through Instagram well or not based on its engagement rate. The research method used is descriptive analysis using a quantitative approach. The data collection technique used is by using a questionnaire. Determination of the sample of this research is purposive sampling with the provisions of 131 respondents who follow the Instagram account @bayubuanatravel. The results of this study are 3 dimensions get good categories, namely Context, Communication, and Connection. There is 1 dimension with sufficient category, namely the Collaboration dimension. This research also produces recommendations that Bayu Buana Travel Services can use to maintain the quality of Interactive Marketing Communications Through Instagram and improve it

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