Institusion
Politeknik Pariwisata NHI Bandung
Author
CHINTYA, MEYLANI
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-15 07:37:25
Abstract :
The existence of technology that is developing rapidly and increasingly
sophisticated makes social media especially Instagram used as a promotional
medium by business actors, especially PT Future Mobility Solutions to promote a
vehicle rental application called TREVO. Therefore, this study aims to see how
effective the use of Instagram social media is as a promotional medium for the
TREVO application. The theory used in this study is AISAS (Attention, Interest,
Search, Action, Share) (Sugiyama, 2011). The research method used is descriptive
research method with a quantitative approach, using data collection tools in the
form of questionnaires or questionnaires and literature study. For sample
collection, a non-probability sampling technique was used, namely purposive
sampling. In determining the number of samples in this study, the Krejie Morgan
table was used with samples originating from pengikut of the @Trevo.indo
Instagram account. The data that has been obtained is processed using SPSS
version 26 and a Likert scale. The results of this study are stating that the Attention,
Search, Action, and Share dimensions state that it has been effective, but there is
one dimension that gets quite effective results, namely the Interest dimension.
Recommendations consist of each AISAS sub-variable that is different in each
aspect.