Hapsari, Elisa Dwi (2021) Pengelolaan Instagram Food Blogger sebagai Media Komunikasi Pemasaran Produk Kuliner (Studi Deskriptif Kualitatif pada Media Sosial Instagram Food Blogger @javafoodie). S1 thesis, Universitas Atma Jaya Yogyakarta.
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Text (Elisa Dwi Hapsari)
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Abstract
Instagram has become a platform that does not only offers entertainment but also opens opportunities for anyone who wants to do business. One example is the @javafoodie account, a food blogger account, which uses Instagram as a marketing medium in the culinary field. The purpose of this research to describe the management of social media Instagram @javafoodie as a marketing communication media in the culinary field. This is a descriptive research with a qualitative methods. This research uses marketing communication concepts, new media, and Instagram. In addition, interviews, observation, questionnaires, and documentation are used to collect additional data needed for this study. This research, it was found that the @javafoodie Instagram account did not follow all marketing communication stages, but only apply two stages, namely segmentation and positioning in understanding client products. Segmentation carried out by @javafoodie was conducted by looking at geographical aspects, which is by understanding the criteria for restaurant visitors based on their regional origin. Positioning @javafoodie was done by looking at the selling value and generating knowledge from client products. After these two processes, @javafoodie continued to the production stage and to the last stage, which was monitoring based on the number of bookmark icons, comments, and directly on the content.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Food blogger¸ Instagram, marketing communication, new media, and @javafoodie. |
| Subjects: | Komunikasi > Advertising |
| Divisions: | Fakultas ISIP > Ilmu komunikasi |
| Depositing User: | editor2 dua uajy |
| Date Deposited: | 03 Nov 2021 09:48 |
| Last Modified: | 03 Nov 2021 09:48 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/25197 |
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