Institusion
Politeknik Pariwisata NHI Bandung
Author
Shafira, Shafira
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-21 01:18:09
Abstract :
In this era of increasingly advanced technology, promotional activities
through marketing communications are more easily accessible via the internet,
especially interactive marketing where the use of information technology allows
two-way communication between businesses and customers. Social media
marketing involves using social media to persuade business consumers to use
products and services of value. This gives every company the opportunity to
promote the products they want to offer on the Internet.
In the communication media itself can not be separated from the concept
of communication. Media Social media itself has four elements of the
communication concept (4C) to create effective communication as a means of
promotion consisting of Context (context), Communication (communication),
Collaboration (collaboration), Connection (connection). Engagement rate is a basic
measure used in social media marketing to measure the performance of content on
the platform. Therefore, this study aims to determine whether Bayu Buana Travel
Services has carried out Interactive Marketing Communication through Instagram
well or not based on its engagement rate.
The research method used is descriptive analysis using a quantitative approach. The
data collection technique used is by using a questionnaire. Determination of the
sample of this research is purposive sampling with the provisions of 131
respondents who follow the Instagram account @bayubuanatravel.
The results of this study are 3 dimensions get good categories, namely
Context, Communication, and Connection. There is 1 dimension with sufficient
category, namely the Collaboration dimension. This research also produces
recommendations that Bayu Buana Travel Services can use to maintain the quality
of Interactive Marketing Communications Through Instagram and improve it