PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN ONLINE PADA NIACAKE
Abstract
Marketing communication is an important part of marketing a product. So that each company uses several media to do marketing one of the media, namely Instagram. This study aims to describe Niacake's use of Instagram as a marketing communication medium. This research uses a marketing communication approach with a qualitative descriptive research type. Data were analyzed inductively from the results of interviews, observations, and documentation. The research informants have the status of Niacake owners, Niacake employees, and Niacake consumers. The results show that Niacake uses Instagram as an online marketing communication medium in marketing its products using the marketing mix theory (4P), namely product, price, place, and promotion. Niacake's use of Instagram as a marketing communication medium has been utilized as a whole with several features on Instagram, one of which is promoting the endorsement of Niacake products on the instastory. The marketing communication model used by Niacake is a macro communication process model, Niacake as the sender of messages delivers messages to consumers via Instagram in the form of product introductions, prices, sales locations, and discounts which are then translated by consumers by liking, commenting, and purchasing Niacake products.
References
Abdullah, Ma'ruf. Manajemen Komunikasi Periklanan. Yogyakarta: Aswaja Pressindo, 2017.
Akuba, Rusthamrin Haris. Presiden Buatan Manusia. Jakarta: Gagas Ulung Publisher, 2006.
Presiden Buatan Manusia. Yogyakarta: CV Budi Utama, 2015.
Daryanto. Teori Komunikasi. Malang: Gunung Samudera, 2014.
Dianawati, Ajen. 6 Rahasia Menjadi Jutawan Internet. Jakarta Selatan: Mediakata, 2007.
Febriani, Nufian S. Teori dan Praktis: Riset Komunikasi Pemasaran Terpadu. Malang: UB Press, 2018.
Hardiman, and Ima. Seri Ontar Pr-400 Istilah PR, Media dan Pemasaran. Jakarta: Gagas Ulung Publisher, 2016.
Hermawan, Agus. Komunikasi Pemasaran. Jakarta: Erlangga, 2012.
Kennedy, John E. Marketing Communication: Tekhnik dan Strategi. Jakarta: PT Bhuana Ilmu Populer, 2009.
Kertamukti, Rama. Strategi Kreatif dalam Periklanan: Konsep Pesan, Media, Branding, Anggaran. Jakarta: PT Rajagrafindo, 2015.
Kriyantono, Rachmat. Manajemen Periklanan. Malang: Universitas Brawijaya Press, 2013.
Liliweri, Alo . Komunikasi Serba ada Serba Makna. Jakarta: Kencana Prenada Media Group, 2010.
Morissan. Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Prenadamedia Group, 2010.
Royan, Frans M. Marketing Selebrities: Selebriti dalam Iklan dan Strategi Memasarkan Diri Sendiri. Jakarta: PT Elex Media Komputindo Kelompok Gramedia, 2005.
Schiffman, and Kamuk. Perilaku Konsumen. Jakarta: Indeks Gramedia, 2007.
Soefijanto, Totok Amin. Integrated Marketing Communication: Marketing Komunikasi di Indonesia. Jakarta: Gramedia Pustaka Umum, 2012.
Suryati, Lili. Manajemen Pemasaran. Yogyakarta: CV Budi Utama, 2019.
Sutisna. Perilaku Konsumen dan Strategi Pemasaran. Bandung: Rosadakarya, 2002.
Tjiptono, Fandy. Strategi Pemasaran Edisi 4. Yogyakarta: Penerbit Andi, 2015.
Muktaf dan Zein Mufarih. Periklanan: Sebuah Pendekatan Praktis. (Yogyakarta: Buku Litera, 2015
Wijaya, Bernard T. Lifestyle Marketing: Paradigma Baru Pemasaran Bisnis Jasa. Jakarta: Gramedia Pustaka Umum, 2009.
Wijayanti, Titik. Managing Marketing Plan (Teori dan Praktek). Jakarta: Excelmedia, 2012.
Wiryanto. Pengantar Ilmu Komunikasi. Jakarta: Grasindo, 2004.
Hamka, " Tafsir Al-Azhar", Jakarta: PT Pustaka Panjimas, 1984.
Departemen Agama RI, Al-Qur'an dan Terjemahan . Bandung: Diponegoro, 2014
Fachri Syahreza, M. "Motif dan Pola Penggunaan Media Instgram di Kalangan Mahasiswa Program Studi Pendidikan Ekonomi Unimed", Vol. 2 no. 1.
Septiawan, Akhmad Rifqi. "Strategi Komunikasi Pemasara Buku dalam Meningkatkan Penjualan Melalui Media Sosial Instagram (Studi Deskriptif pada Founder @tausiyahku._)" Skripsi. Yogyakarta: Fak. Ilmu Komunikasi Universitas Islam Negeri Sunan Kalijaga. 2015.
Ichsan, Muhammad Nur, "Strategi Komunikasi Pemasaran Bakso Goreng Baper di Media sosial Instagram dalam Menarik Pelanggan." Skripsi. Makassar: Fak. Dakwah dan Komunikasi UIN Alauddin. 2019.
Mubarok, Husni, "Jejaring Sosial Instagram Seabagi Media Komunikasi Pemasaran (Studi Deskriptif Pada akun Twitter @kalimilk)". Skripsi. Yogyakarta: Fak. Ilmu Sosial dan Humaniora Universitas Islam Negeri Sunan Kalijaga. 2014.
Once an article was published in the journal, the author(s) are:
granted to the journal right licensed under Creative Commons License Attribution that allows others to share the work with an acknowledgment of the work's authorship. permitted to publish their work online in third parties as it can lead to wider dissemination of the work. continue to be the copyright owner and allow the journal to publish the article with the CC BY license receiving a DOI (Digital Object Identifier) of the work.