%A NIM. 12730015 Anindhitya Sani Vitanala
%O Dr. Yani Tri Wijayanti, M.Si
%T PENGGUNAAN INSTAGRAM SEBAGAI MEDIA DALAM MENCAPAI KEPUASAN PELANGGAN(Studi Deskriptif Kualitatif Pada Akun @capcuzz_ )
%X The rapid development of social media is widely used by business actors to
market their products. One of the most popular social media that used as a
marketing media is Instagram. This social media is used by Capcuzz, one of the
culinary business in Jogjakarta, to market its products. Researchers want to know
how Capcuzz uses instagram as its marketing media by applying the features in
instagram to the marketing mix (4P concept). Researchers take the title "Use of
Instagram As Marketing Media of Culinary Products (Qualitative Descriptive
Studies On Account @capcuzz_).
This research uses descriptive qualitative research method with data
collection method of observation, in-depth interview, and documentation. While
the method of data analysis using the theory of Milles and Huberman and using
triangulation techniques as data validation.
The results show that, instagram could be a marketing media associated with
the concept of 4P, for the current era in marketing a product, especially culinary
products. Because instagram can provide an interesting visual, which makes it easy
to market or introduce Capcuzz to a wider costumer easily. So, make it easy to
achieve customer satisfaction.
Keywords: Instagram, New media, Customer Satisfaction
%K Instagram, New media, Customer Satisfaction
%D 2018
%I UIN Sunan Kalijaga
%L digilib31896