Strategi Komunikasi Pemasaran Digital Pinjam Wifi Global Melalui Pemanfaatan Media Sosial Instagram untuk Membentuk Minat Konsumen
Abstract
This study aims to analyze Pinjam Wifi's marketing communication strategy through Instagram using the AISAS (Attention, Interest, Search, Action, Share) model. Qualitative methods and case studies, data were collected through interviews, observations, and internal company documents. The results of the study indicate that Pinjam Wifi carries out the AISAS stages with strategies such as paid advertising (attention), promo and discount campaigns (interest), use of hashtags (search), creation of various types of content to form engagement (action), and customer reviews shared on Instagram (share). In addition, the push & pull marketing strategy is implemented through paid advertising, retail distribution, and business content. This strategy has succeeded in forming product sales and Pinjam Wifi's Instagram engagement rate.
Keywords
Full Text:
PDFReferences
Asari, A., Syaifuddin, E., Ningsi, N., Sudianto, Maria, H., Adhicandra, I., Nur'aini, R., Baijuri, A., Pamungkas, A., Kusumah, F., Yuhanda, G., Murti, S., 2023. Komunikasi Digital., Lakeisha
Annur, C. M., 2024, Ini Media Sosial Paling Banyak Digunakan di Indonesia Awal 2024, diakses melalui website https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/66ea436ab12f2/ini-media-sosial-paling-banyak-digunakan-di-indonesia-awal-2024
Denscombe, M., 2010. The Good Research Guide for Small Scale Research Projects, 4th ed.. Buckingham: Open University Press.
Gunawan, I., 2013. Metode Penelitian Kualitatif: Teori & Praktik. Jakarta: Bumi Aksara Imron.
Iman, M., 2020. Pengguna Instagram Didominasi Wanita dan Generasi Milenial. Good NewsFrom Indonesia, https://www.goodnewsfromindonesia.id/2020/06/14/pengguna-instagram- di-indonesia-didominasi-wanita-dan-generasi-milenial
Kotler, P., Keller, K., 2014, Marketing Management. 15th Edition, Prentice Hall, Saddle River.
NapoleonCat, 2024, Instagram users in Indonesia, diakses melalui website https://napoleoncat.com/stats/instagram-users-in-indonesia/2024/08/
Nugroho, I. H. D., 2024, 7 Perbedaan Push dan Pull Marketing beserta Pengertian, diakses melalui website https://dibimbing.id/blog/detail/perbedaan-push-dan-pull-marketing-beserta-pengertian
Purba, R. A., Sudarso, A., Silitonga, H. P., Sisca, Supitriyani, Yusmanizar, Nainggolan, L. E., Sudirman, A., Widyastuti, R. D., Novita, A. D., Teri, 2020, Aplikasi Teknologi Informasi: Teori dan Implementasi, Kita Menulis
Paramita, M., Susanti, L., Pambudi, B., 2023. Peranan Media Sosial Sebagai Media Pemasaran. Jurnal Ilmiah Pariwisata dan Bisnis. 2(4). 962-977.
Pakpahan, L. 2020. Sosial Media Sebagai Sarana Promosi Efektif, diakses melalui website https://latiefpakpahan.com/sosial-media-sebagai-sarana- promosi-efektif/
Pambayun, & Lestari, E., 2013. Qualitative Research Methodology in Communication. Konsep, Panduan, dan Aplikasi. Jakarta: Lentera Ilmu Cendikia.
Sugiyama, K., Andre, T., 2011. The Dentsu Way. New York: McGrawHill.
Schultz, D. E., Tannenbaum, S. I., Lauterborn, R. F., 2013. Integrated Marketing Communications: Putting It Together & Making It Work. Chicago: NTC Business Books
Widyastuti, S., 2017, Manajemen Komunikasi Pemasaran Terpadu: Solusi Menembus Hati Pelanggan, FEB-UP Press
DOI: http://dx.doi.org/10.33087/ekonomis.v9i1.2432
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat |
