Efektivitas komunikasi pemasaran menggunakan media sosial Instagram pada UMKM Hello Decoration
DOI:
https://doi.org/10.21580/icj.2021.6.1.7571Keywords:
effectiveness, instagram, marketing, social media.Abstract
This study aims to measure the effectiveness of Hello Decoration's marketing communications in increasing sales through Instagram social media. The method used in this study is descriptive with a quantitative approach that aims to determine the effectiveness of marketing communications implemented by Hello Decoration. While the statistical formula used is the tabulation of the frequency and the average score for each research variable. The population in this study were all followers of @hellodecoration_mks, totalling 685. While the sampling technique in this study was purposive sampling. The results of this study indicate that the statistical value for each variable is on a very effective scale, namely the awareness variable (4.34), interest variable (4.29), desire variable (4.31), decision variable (4.33), and the action variable (4,30). So that the calculation for all variables reaches a value of 4.31 which is on a very effective scale from the scale range of 4.20 to 5.00. These numbers show that Hello Decoration's marketing communications implemented through Instagram social media have proven to be very effective in persuading customers to use Hello Decoration services and customers feel happy so they want to return to using Hello Decoration services.
Downloads
References
Cangara, H. (2017). Perencanaan dan Strategi Komunikasi. Rajawali Pers.
Cannon, J. P., Perreault, W. D., & McCarthy, E. J. (2009). Pemasaran Dasar Pendekatan Manajerial Global Buku 2 (16th ed.). Salemba Humanika.
Griffin, E., & Ledbetter, A. (2012). A First Look at Communication Theory. McGraw-Hill.
Hemann, C., & Burbary, K. (2013). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Que Publishing.
K, D. I., Arifin, Z., & Mawardi, M. K. (2015). Pengaruh Pemasaran melalui Media Sosial Terhadap Kesadaran Konsumen pada Produk Internasional (Studi pada Pengguna Uniqlo di Indonesia). Jurnal Administrasi Bisnis (JAB), 24(1), 1–9.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 3.0 to Marketing 4.0. John Wiley & Sons, Inc.
Ma’arif, A. S., Sultan, M. I., & Bahfiarti, T. (2017). Strategi Promosi Film Ada Apa dengan Cinta 2 melalui Media Online. Jurnal Komunikasi KAREBA, 6(1), 92–110.
Morissan. (2010). Periklanan: Komunikasi Pemasaran Terpadu. Kencana Prenada Media Group.
Mulyadi, M. (2011). Penelitian Kuantitatif dan Kualitatif Serta Pemikiran Dasar Menggabungkannya. Jurnal Studi Komunikasi Dan Media, 15(1), 127–138.
Nasrullah, R. (2015). Media Sosial (Perspektif Komunikasi, Budaya, dan Sosioteknologi. Simbiosa Rekatama Media.
Philip, K., & Lane, K. (2007). Manajemen Pemasaran (12th ed.). Indeks.
SDPPPI, P. P. dan P. (2016). Infografis Indikator TIK. Web Kominfo.
Shimp, T. A. (2003). Periklanan promosi Aspek-Aspek Tambahan Komunikasi Terpadu. Erlangga.
Sinambela, L. P. (2014). Metodologi Penelitian Kuantitatif: Untuk Bidang Ilmu Administrasi, Kebijakan Publik, Ekonomi, Sosiologi, Komunikasi dan Ilmu Sosial Lainnya. Graha Ilmu.
Straubhaar, J., & LaRose, R. (2002). Media Now: Communications Media in the Information Age. Wadsworth Group.
Unde, A. A. (2014). Televisi dan Masyarakat Pluralistik. Prenada Kencana Media Group.
Zahara, M. R., & Anisah, N. (2019). Strategi Komunikasi Pemasaran dalam Meningkatkan Penjualan melalui Aktivitas Promosi Akun Instagram @reborn_29. Jurnal Ilmiah Mahasiswa FISIP Unsyiah, 4, 1–13.
Downloads
Published
Issue
Section
License
Copyright
The copyright of the received article shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles. Therefore, the author must submit a statement of the Copyright Transfer Agreement.*)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
In line with the license, authors and third parties (readers, researchers, and others) are allowed to share and adapt the material only for non-commercial purposes. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors and third parties (readers, researchers, and others) remix, transform or build upon the material, they must distribute their contributions under the same license as the original.
*) Authors whose articles are accepted for publication will receive confirmation via email to send a Copyright Transfer Agreement.
