STRATEGI KOMUNIKASI PEMASARAN MELALUI INSTAGRAM (Studi Deskriptif Kualitatif Pada Apple Keroak Store Yogyakarta)

Irvin Faishal Pradipta, NIM.: 13730015 (2020) STRATEGI KOMUNIKASI PEMASARAN MELALUI INSTAGRAM (Studi Deskriptif Kualitatif Pada Apple Keroak Store Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The growth of the gadget business has triggered competition in offering products on social media, for example Instagram, Apple Keroak itself is a company that sells and purchases electronic goods, especially gadgets, which uses a marketing communication strategy through activation on Instagram. Researchers used qualitative methods with the aim of researchers knowing how the marketing communication strategies used by Apple Keroak in sales promotions on Apple Keroak's Instagram account. In the marketing communication strategy carried out by Apple Keroak itself, it does segmentation, targeting and positioning definitions. As well as Apple Keroak also uses the marketing mix method, Product, Price, Place, and Promotion. Promotional activities on Apple Keroak's Instagram are carried out in several ways to take advantage of the Instagram feature to upload photos and videos, captions, hashtags, comments, and Instagram Story. The promotional activities that Apple has done are advertising, sales promotion, personal selling, direct marketing in attracting consumers.

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