Institusion
Politeknik Pariwisata NHI Bandung
Author
MARIA REGINA, DEANY GAMPAR
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-17 01:45:45
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.