PENGGUNAAN AISAS MODEL DALAM MENGUKUR EFEKTIVITAS INSTAGRAM PT JUSTATRIP

MARIA REGINA, DEANY GAMPAR (2022) PENGGUNAAN AISAS MODEL DALAM MENGUKUR EFEKTIVITAS INSTAGRAM PT JUSTATRIP. D4 thesis, Poltekpar NHI Bandung.

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Abstract

The use of social media Instagram has become commonplace in Indonesian society. Nowadays, Instagram can be used as a promotional medium by many companies, including companies in the field of Tour and Travel. PT Justatrip is one of the tour operators in Labuan Bajo that uses Instagram as the main promotional media. This study aims to see how effectively Instagram can be used as a promotional medium using the AISAS Model theory. The research method used is a descriptive research method with a quantitative approach, with a data collection tool in the form of a questionnaire, and is supported by interview data and literature. The number of samples taken is 100 samples/respondent. The results of measuring the effectiveness of PT Justatrip's Instagram using the AISAS Model are good (effective) in every dimension (Attention, Interest, Search, Action, Share), but still not achieving maximum results. Therefore, there are several recommendations in this study which are expected to help PT Justatrip to achieve maximum results in using Instagram as a promotional medium in the company.

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