PENGGUNAAN INSTAGRAM DALAM MENARIK MINAT BELI KONSUMEN (Studi Deskripstif Kualitatif pada akun @caricagemilang Wonosobo)

Arfian Gadhang Aditama, NIM.: 17107030136 (2023) PENGGUNAAN INSTAGRAM DALAM MENARIK MINAT BELI KONSUMEN (Studi Deskripstif Kualitatif pada akun @caricagemilang Wonosobo). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research discusses the use of Instagram in attracting consumer buying interest on the @caricagemilang account. In the midst of its culinary business trip, Carica Gemilang itself experienced ups and downs in marketing its products, because the government issued an appeal to ban going home to minimize crowds. In addition, there are 400 local brands that manage carica fruit in the highlands of Wonosobo which are registered as PIRT (Home Industry Products), but only 10 brands have been completed with BPOM permits. The PIRT certification completed by BPOM allows Carica Gemilang to expand its product marketing to various regions in Indonesia. Carica Gemilang is able to survive even though its production is reduced because it has a marketing strategy that can maintain its sales. With the Pandemic Carica Gemilang is innovating to create interesting content to attract potential customers. This study used a qualitative descriptive method with data collection techniques using interviews, observation, and documentation. The results showed that of the several features available on Instagram social media, the Carica Gemilang account only used 11 (eleven) Instagram features, namely Feed Features, Instagram Stories Features, Profile Features (Bio), Caption Features, Comment Features, Polling Features, Hastags Features, Direct Message (DM) Features, Filter Features, Story Archive Features, and Reels Features. Of the features used by caricagemilang, caricagemilang accounts more often use the Feeds, Instagram stories, Reels, highlight, captions, comments and hashtags features.

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