Institusion
Politeknik Pariwisata NHI Bandung
Author
Cresensia Tanji, Angkat
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-15 08:35:44
Abstract :
nformation technology is currently developing so rapidly, digital
media platforms are believed to have an impact that can influence human
behavior on how a person communicates and socializes. This digitization
process is carried out as a form of transformation to provide convenience
in accessing information as well as alternative methods of long-distance
communication, with this convenience many industry players, especially
travel, are currently also taking advantage of the existence of social media
as a promotional media. One of the travelers who use social media as a
means of promotion is CV. Muki Travel which is a travel agency company
based in Yogyakarta, and the social media used is Instagram. Promotional
activities through Instagram social media are currently in great demand
because product sales can be aimed directly at the desired target market at
an affordable cost, therefore this study aims to determine how much
effectiveness the use of Instagram social media as a promotional media in
CV. Muki Travel, using five dimensions, namely Attention, Interest, Search,
Action and Share, through this research is also expected to be a benchmark
for companies in using Instagram social media. The method used is
descriptive research method with a quantitative approach with data
collection techniques used. conducted through questionnaires and
literature study. Determination of the sample is by using a purposive
technique of 270 Instagram followers @mukitravel who are respondents in
this study. The results of the assessment of the level of effectiveness of the
use of social media Instagram CV. Muki Travel is currently good with an
average score of 4.15, in this study also contains recommendations
regarding the use of Instagram which are expected to help CV. Muki Travel
in improving and maintaining the quality of CV. Muki Travel