Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Dalam Meningkatkan Pengguna Jasa Foto Pernikahan (Studi Deskriptif Kualitatif Instagram @jumppictures)
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Institusion
Universitas Muhammadiyah Surakarta
Author
Pranata, Jefri Yuda
, Dr. Edy Purwo Saputro, S.E,. M.Si
, Dr. Edy Purwo Saputro, S.E,. M.Si
Subject
HE Communications
Datestamp
2022-05-20 06:34:25
Abstract :
Along with the rapid development of the creative industry, especially in the fields of photography and video animation, marketing communication planning and implementation strategies are very necessary. One of the tangible forms is wedding photo services which are the top 3 in the main cost allocation for weddings. @Jumppictures is one of the wedding photo services that carry out marketing strategies by utilizing Instagram's digital media because of its visual aspect. The purpose of this study is to find out how @Jumppictures uses its Instagram account as a marketing communication medium in increasing wedding photo service users and the planning process. This study uses a qualitative descriptive method. The research sample was taken using a purposive technique through certain criteria so that it was found 2 informants from the @Jumppictures and 4 former clients. Data was collected by means of in-depth interviews, documentation, observation, and literature study. This research was then analyzed using the Miles and Huberman method. The results showed that the @Jumppictures account uses Instagram as a marketing communication medium by looking at the G-P-A pattern, which is goal setting (Goals), marketing communication planning (Plan), and marketing actions (Actions) that alongside produced outcomes.
Along with the rapid development of the creative industry, especially in the fields of photography and video animation, marketing communication planning and implementation strategies are very necessary. One of the tangible forms is wedding photo services which are the top 3 in the main cost allocation for weddings. @Jumppictures is one of the wedding photo services that carry out marketing strategies by utilizing Instagram's digital media because of its visual aspect. The purpose of this study is to find out how @Jumppictures uses its Instagram account as a marketing communication medium in increasing wedding photo service users and the planning process. This study uses a qualitative descriptive method. The research sample was taken using a purposive technique through certain criteria so that it was found 2 informants from the @Jumppictures and 4 former clients. Data was collected by means of in-depth interviews, documentation, observation, and literature study. This research was then analyzed using the Miles and Huberman method. The results showed that the @Jumppictures account uses Instagram as a marketing communication medium by looking at the G-P-A pattern, which is goal setting (Goals), marketing communication planning (Plan), and marketing actions (Actions) that alongside produced outcomes.
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