Institutional Repository UIN Sunan Kalijaga Yogyakarta: No conditions. Results ordered -Date Deposited. 2024-03-29T11:16:23ZEPrintshttp://digilib.uin-suka.ac.id/images/sitelogo.pnghttps://digilib.uin-suka.ac.id/2017-02-10T04:11:03Z2017-02-10T04:11:03Zhttp://digilib.uin-suka.ac.id/id/eprint/23973This item is in the repository with the URL: http://digilib.uin-suka.ac.id/id/eprint/239732017-02-10T04:11:03ZKOMUNIKASI PEMASARAN DAN MEDIA BARU
(Studi Deskriptif Kualitatif pada Akun Instagram @pancakescompany)In this digital era, instagram as a new media have a great potential for
businesses and prospective entrepreneurs. This study was held in purpose to
explain how instagram can be applicated in marketing communication, especially
to cover Kotler’s 4Ps and Lauterborn’s 4Cs concept, and especially to examine or
to explain how instagram included into new media by the theory.
The study used a qualitative approach that focus on data discovery (fact
finding) and then describing into naration text by certain categories and particular
analysis. The subject of the research are instagram account manager of Pancake's
Company and its customers. While the object of this research is the application of
instagram as a new media in culinary product marketing communication. Data
collection is done by depth interview, observation, and documentation. The data
analysis technique that is used in the study is the technique of qualitative data
analysis by Miles and Huberman.
The results of this study resulted that instagram can be considered as a
new media based on its characteristics and category of new media itself. By the
analysis and the explanation, instagram by its features used by the company as
marketing communication media to inform the things about the company which
include product, price, place and promotion (4P) and also be applicated for
maximazing the use of the features in a way to treat and to communicated with its
consumers (4C). In short, the features of instagram used by the company to
support the activities of marketing communication especially based on 4P and
4C’s concept in marketing communication.NIM. 12730028 ALVIANA CAHYANTI