FAKHIRAH, ALYA (2025) STRATEGI KOMUNIKASI PEMASARAN INSTAGRAM @SERANGFOOD DALAM MEMBANTU MEMASARKAN USAHA MIKRO DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Alya Fakhirah_6662210184_Fulltext.pdf Restricted to Registered users only Download (4MB) | Request a copy |
|
Text
Alya Fakhirah_6662210184_CP.pdf Restricted to Registered users only Download (285kB) | Request a copy |
|
Text
Alya Fakhirah_6662210184_02.pdf Restricted to Registered users only Download (589kB) | Request a copy |
|
Text
Alya Fakhirah_6662210184_03.pdf Restricted to Registered users only Download (326kB) | Request a copy |
|
Text
Alya Fakhirah_6662210184_04.pdf Restricted to Registered users only Download (1MB) | Request a copy |
|
Text
Alya Fakhirah_6662210184_05.pdf Restricted to Registered users only Download (221kB) | Request a copy |
|
Text
Alya Fakhirah_6662210184_Ref.pdf Restricted to Registered users only Download (226kB) | Request a copy |
|
Text
Alya Fakhirah_6662210184_Lamp.pdf Restricted to Registered users only Download (1MB) | Request a copy |
|
Text
Alya Fakhirah_6662210184_01.pdf Restricted to Registered users only Download (1MB) | Request a copy |
Abstract
This research discusses the Marketing Communication Strategy carried out by the Instagram account @serangfood in helping to Market Micro Businesses in Serang City. With the increasing number of business competition especially in the culinary sector, Instagram @serangfood has become an important platform in introducing culinary products both in the basis of Cooperation and endorsements. The @serangfood account utilises Instagram features such as reels and stories visually and interactively to attract the attention of the public in Serang City and support the growth of Micro Businesses in Serang City. This research aims to find out and analyse the stages of the Marketing Communication Strategy applied by @serangfood in influencing the audience's response to the published content. With a focus on the implementation of the AISAS Model developed by Denstu which includes the stages of (Attention, Interest, Search, Action, Share). Researchers use a descriptive qualitative approach with descriptive study methods and post-positivism paradigms. The results of this research show that the owner of the @serangfood account interactively utilises various marketing communication strategies on Instagram, including creating interesting and relevant content, building active communication with followers, and helping to promote Micro Business products in the absence of cooperation endorsements.
| Item Type: | Thesis (S1) | ||||||
|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||
| Additional Information: | Penelitian ini membahas Strategi Komunikasi Pemasaran yang dilakukan oleh akun Instagram @serangfood dalam membantu Memasarkan Usaha Mikro di Kota Serang. Dengan semakin banyaknya persaingan bisnis khususnya di bidang kuliner, Instagram @serangfood menjadi platform penting dalam memperkenalkan produk kuliner baik itu secara Kerjasama endorsement maupun tidak adanya ikatan Kerjasama endorsement. Akun @serangfood memanfaatkan fitur-fitur Instagram seperti reels dan story secara visual dan interaktif untuk menarik perhatian masyarakat di Kota serang dan mendukung pertumbuhan Usaha Mikro di Kota Serang. penelitian ini bertujuan untuk mengetahui dan menganalisis tahapan Strategi Komunikasi Pemasaran yang diterapkan oleh @serangfood dalam mempengaruhi respons audiens terhadap konten yang dipublikasikan. Dengan fokus pada penerapan Model AISAS yang dikembangkan oleh Denstu yang mencakup tahapan-tahapan dari (Attention, Interest, Search, Action, Share). Peneliti menggunakan pendekatan kualitatif deskriptif dengan metode studi deskriptif serta paradigma post-positivisme. Hasil penelitian ini menunjukan bahwa pemilik akun @serangfood secara interaktif memanfaatkan berbagai strategi komunikasi pemasaran di Instagram, termasuk menciptakan konten yang menarik dan relevan, membangun komunikasi yang aktif dengan pengikut, serta membantu promosi produk Usaha Mikro dengan tidak adanya ikatan Kerjasama endorsement. | ||||||
| Uncontrolled Keywords: | Marketing Communication Strategy, @serangfood, Instagram, Micro Business, Serang City Strategi Komunikasi Pemasaran, @serangfood, Instagram, Usaha Mikro, Kota Serang. | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
||||||
| Depositing User: | Alya F | ||||||
| Date Deposited: | 09 Sep 2025 08:32 | ||||||
| Last Modified: | 09 Sep 2025 08:32 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53886 |
Actions (login required)
 |
View Item |