KOMUNIKASI PEMASARAN DAN MEDIA BARU (Studi Deskriptif Kualitatif pada Akun Instagram @pancakescompany)

ALVIANA CAHYANTI, NIM. 12730028 (2016) KOMUNIKASI PEMASARAN DAN MEDIA BARU (Studi Deskriptif Kualitatif pada Akun Instagram @pancakescompany). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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