EFEKTIVITAS PROMOSI INSTAGRAM PADA KONSUMEN UMKM SEKTOR MAKANAN DI DKI JAKARTA

SAID MAULANA, . (2024) EFEKTIVITAS PROMOSI INSTAGRAM PADA KONSUMEN UMKM SEKTOR MAKANAN DI DKI JAKARTA. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengukur efektivitas promosi Instagram pada UMKM sektor makanan di DKI Jakarta. Efektivitas promosi diukur dengan konsep AISAS (Attention, Interest, Search, Action, Share). Sampel dalam penelitian ini adalah 105 orang pemilik akun Instagram aktif dan menfollow minimal satu akun UMKM sektor makanan di DKI Jakarta yang berpromosi di media Instagram. Metode analisis data menggunakan uji validitas dan reliabilitas data. Hasil penelitian mengungkapkan bahwa efektivitas promosi Instagram pada UMKM sektor makanan di DKI Jakarta pada kategori tinggi. Hal ini menandakan bahwa promosi Instagram bermanfaat untuk menarik konsumen membeli produk UMKM sektor makanan di DKI Jakarta. Kata Kunci: Efektivitas Promosi Instagram, Media Sosial, Instagram, UMKM ********** This research aims to measure the effectiveness of Instagram promotion for SMEs in the food sector in DKI Jakarta. The effectiveness of promotion is measured using the AISAS concept (Attention, Interest, Search, Action, Share). The sample in this study consists of 105 active Instagram account owners who follow at least one SME account in the food sector in DKI Jakarta that promotes on Instagram. Data analysis methods use validity and reliability tests. The results of the study reveal that the effectiveness of Instagram promotion for SMEs in the food sector in DKI Jakarta is categorized as high. This indicates that Instagram promotion is beneficial in attracting consumers to purchase products from SMEs in the food sector in DKI Jakarta. Keywoard: Effectiveness of Instagram Promotion, Social Media, Instagram, MSMEs

Item Type:	Thesis (Diploma)
Additional Information:	1). Dr. Christian Wiradendi Wolor, S.E.,M.M. ; 2). Dewi Agustin Pratama Sari, S.E.,M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 22124 not found.
Date Deposited:	20 Feb 2024 06:48
Last Modified:	20 Feb 2024 06:48
URI:	http://repository.unj.ac.id/id/eprint/44993

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