WIDYA SAFEEYA NINGRUM, . (2025) EFEKTIVITAS PROMOSI PRODUK BAKMI GM MELALUI MEDIA SOSIAL INSTAGRAM @BAKMIGMANIA MENGGUNAKAN PENDEKATAN AIDA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk menganalisis efektivitas promosi Bakmi GM jika dievaluasi menggunakan model AIDA. Metode yang digunakan dalam penelitian ini adalah penelitian kualitatif dengan metode deskriptif, di mana data dikumpulkan melalui wawancara, dokumentasi, dan observasi. Narasumber dalam penelitian ini terdiri dari 13 informan kunci yang merupakan konsumen Bakmi GM dan karyawan Bakmi GM. Teknik analisis data yang digunakan pada penelitian ini adalah analisis data interaktif, yaitu pengumpulan data, reduksi data, penyajian data, dan kesimpulan atau verifikasi. Hasil penelitian menemukan bahwa strategi promosi Bakmi GM pada instagram telah efektif dalam menerapkan model AIDA, meskipun frekuensi unggahan yang sering dan kurangnya kelengkapan deskripsi pada unggahan potongan harga produk menjadi keluhan bagi informan*****This study aims to analyze the effectiveness of Bakmi GM promotion if evaluated using the AIDA model. The method used in this study is qualitative research with a descriptive method, where data is collected through interviews, documentation, and observation. The sources in this study consisted of 13 key informants who were consumers of Bakmi GM and employees of Bakmi GM. The data analysis technique used in this study was interactive data analysis, namely data collection, data reduction, data presentation, and conclusions or verification. The results of the study found that Bakmi GM's promotional strategy on Instagram has been effective in implementing the AIDA model, although the frequent upload frequency and the lack of completeness of the description in the product discount uploads were complaints for informants.
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Agung Kresnamurti Rivai P., ST., M.M. ; 2). Meta Bara Berutu, S.E., M.M |
Subjects: | Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen |
Divisions: | FE > D IV Pemasaran Digital |
Depositing User: | Users 27196 not found. |
Date Deposited: | 03 Mar 2025 03:40 |
Last Modified: | 03 Mar 2025 03:40 |
URI: | http://repository.unj.ac.id/id/eprint/54219 |
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