EFEKTIVITAS MEDIA PROMOSI INSTAGRAM @nuarthatours DI NUARTHA TOURS & TRAVEL

Priscilla, Jilly Febriana (2022) EFEKTIVITAS MEDIA PROMOSI INSTAGRAM @nuarthatours DI NUARTHA TOURS & TRAVEL. D4 thesis, Poltekpar NHI Bandung.

	Text PA_201822619_BAB I.pdf Download (230kB)
	Text PA_201822619_BAB II.pdf Restricted to Repository staff only Download (133kB)
	Text PA_201822619_BAB III.pdf Download (231kB)
	Text PA_201822619_BAB IV.pdf Restricted to Repository staff only Download (228kB)
	Text PA_201822619_BAB V.pdf Restricted to Repository staff only Download (258kB)
	Text PA_201822619_COVER.pdf Download (590kB)
	Text PA_201822619_FULLTEXT.pdf Restricted to Repository staff only Download (2MB)

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengukur efektivitas media promosi Instagram @nuarthatours dengan metode EPIC Model dengan 4 sub variabel yaitu empathy, persuation, impact, dan communication. Penelitian ini menggunakan metode deskriptif dengan pendekatan kuantitatif dengan teknik non-probability dan jenis purposive sampling. Penyebaran kuesioner dilakukan kepada responden sebagai alat kumpul data pada penelitian ini. Sampel yang dipilih pada penelitian ini adalah para pengikut akun instagram @nuarthatours dan belum pernah membeli paket tur Yogyakarta. Jumlah sampel pada penelitian ini sebanyak 100 responden. Hasil pengukuran efektivitas pada penelitian ini menunjukkan bahwa media promosi yang dilakukan Nuartha Tours & Travel telah mendapat nilai baik dan efektif dengan nilai rata-rata 2,92 tetapi masih dapat dimaksimalkan agar media promosi menjadi sangat efektif. Maka dari itu, terdapat beberapa rekomendasi yang diharapkan dapat membantu Nuartha Tours & Travel dalam meningkatkan keefektivitasan penggunaan media sosial instagram sebagai media promosi seperti menggunakan bahasa sederhana dalam dunia travel, membuat content planner, menggunakan fitur instagram secara tepat, dan menulis pesan yang sesuai dengan foto/gambar yang ditampilkan. Kata Kunci: Efektivitas, Media Promosi Instagram, EPIC Model ABSTRACT This study aims to measure the effectiveness of the Instagram @nuarthatours promotional media using the EPIC Model method with 4 sub variables, namely empathy, persuasion, impact, and communication. This research uses descriptive method with quantitative approach with non-probability technique and purposive sampling type. Questionnaires were distributed to respondents as a data collection tool in this study. The sample selected in this study were followers of the @nuarthatours Instagram account and had never bought a Yogyakarta tour package. The number of samples in this study were 100 respondents. The results of the effectiveness measurement in this study indicate that the promotional media carried out by Nuartha Tours & Travel have received good and effective scores with an average value of 2.92 but can still be maximized so that the promotional media becomes very effective. Therefore, there are several recommendations that are expected to help Nuartha Tours & Travel in increasing the effectiveness of using Instagram social media as a promotional media such as using simple language in the world of travel, creating a content planner, using Instagram features appropriately, and writing messages that match photos/image shown. Keywords: Effectiveness, Instagram Promotion Media, EPIC Model

Actions (login required)

View Item