Institusion
Politeknik Pariwisata NHI Bandung
Author
TRIZMAYANTI PUTRI, NUGRAHA
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-21 03:09:29
Abstract :
Instagram is the most popular social media platform for Indonesians.
Instagram users in Indonesia have a diverse range of ages, ranging from teenagers
to adults. Instagram is a photo-sharing app that has the highest customer
engagement compared to Twitter or Facebook. Customer engagement includes
activities aimed at introducing value and stimulating interaction between followers
and the brand. The selection of Instagram as a marketing tool, especially in the
tourism industry, is able to provide benefits because it is an effective and efficient
medium for conveying information to followers or potential tourists. This study
aims to analyze the dimensions that need to be improved and maintained in order
to increase the engagement of followers on the Padma Tours Instagram account.
There are five dimensions in this study, namely enthusiasm, attention, absorption,
interaction, and identification. The research method used is descriptive research
with a quantitative approach. Data collection techniques using questionnaires and
literature studies The author uses a purposive sampling technique with the
provision that respondents must follow the Padma Tours Instagram account, aged
at least 12 to 42 years. Respondents in this study amounted to 100 followers of the
Padma Tours Instagram account. The results showed that the engagement activity
of followers on Instagram for Padma Tours was deemed sufficient. The Enthusiasm
dimension is rated as Good, the Absorption and Identification dimension as
Sufficient, the Attention dimension as Less, and the Interaction dimension as Less.
The recommendations given to Padma Tours are to plan content concepts,
regularly share content and make giveaways that attract followers on Instagram.