AKTIVITAS KETERLIBATAN FOLLOWERS PADA INSTAGRAM PADMA TOURS

TRIZMAYANTI PUTRI, NUGRAHA (2022) AKTIVITAS KETERLIBATAN FOLLOWERS PADA INSTAGRAM PADMA TOURS. D4 thesis, Poltekpar NHI Bandung.

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Abstract

Instagram is the most popular social media platform for Indonesians. Instagram users in Indonesia have a diverse range of ages, ranging from teenagers to adults. Instagram is a photo-sharing app that has the highest customer engagement compared to Twitter or Facebook. Customer engagement includes activities aimed at introducing value and stimulating interaction between followers and the brand. The selection of Instagram as a marketing tool, especially in the tourism industry, is able to provide benefits because it is an effective and efficient medium for conveying information to followers or potential tourists. This study aims to analyze the dimensions that need to be improved and maintained in order to increase the engagement of followers on the Padma Tours Instagram account. There are five dimensions in this study, namely enthusiasm, attention, absorption, interaction, and identification. The research method used is descriptive research with a quantitative approach. Data collection techniques using questionnaires and literature studies The author uses a purposive sampling technique with the provision that respondents must follow the Padma Tours Instagram account, aged at least 12 to 42 years. Respondents in this study amounted to 100 followers of the Padma Tours Instagram account. The results showed that the engagement activity of followers on Instagram for Padma Tours was deemed sufficient. The Enthusiasm dimension is rated as Good, the Absorption and Identification dimension as Sufficient, the Attention dimension as Less, and the Interaction dimension as Less. The recommendations given to Padma Tours are to plan content concepts, regularly share content and make giveaways that attract followers on Instagram.

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