ANALISIS EFEKTIVITAS SOCIAL MEDIA MARKETING ACTIVITIES INSTAGRAM PERUMNAS SAMESTA EAST POINT

NASYA ASHILA TAHANY, . (2025) ANALISIS EFEKTIVITAS SOCIAL MEDIA MARKETING ACTIVITIES INSTAGRAM PERUMNAS SAMESTA EAST POINT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas Social Media Marketing Activities (SMMA) pada akun Instagram @samesta.eastpoint yang dikelola oleh Perumnas Samesta East Point sebagai bagian dari strategi komunikasi pemasaran digital di sektor properti. Model SMMA terdiri atas lima dimensi utama, yaitu entertainment, interaction, trendiness, customization, dan electronic word of mouth (e-WOM). Penelitian ini dilatarbelakangi oleh meningkatnya peran media sosial khususnya Instagram, sebagai saluran yang strategis dalam membangun keterlibatan konsumen secara visual dan interaktif. Penelitian ini menggunakan pendekatan deskriptif kuantitatif, dengan pengumpulan data melalui penyebaran kuesioner daring kepada 150 responden yang merupakan pengguna Instagram dan mengetahui akun @samesta.eastpoint. Hasil penelitian menunjukkan bahwa seluruh dimensi SMMA berada pada kategori efektif, dengan dimensi entertainment memperoleh skor tertinggi, diikuti oleh e-WOM, trendiness, customization, dan interaction. Temuan ini mengindikasikan bahwa meskipun strategi media sosial telah berjalan dengan baik, masih terdapat ruang perbaikan, khususnya dalam aspek interaksi dan personalisasi konten. Penelitian ini diharapkan dapat menjadi rujukan bagi pengelola akun Instagram Samesta East Point dalam menyusun strategi komunikasi digital yang lebih optimal, serta menjadi acuan bagi studi sejenis di sektor properti. ***** This study aims to analyze the effectiveness of Social Media Marketing Activities (SMMA) on the Instagram account @samesta.eastpoint, managed by Perumnas Samesta East Point as part of its digital marketing communication strategy in the property sector. The SMMA model consists of five main dimensions: entertainment, interaction, trendiness, customization, and electronic word of mouth (e-WOM). This research is motivated by the growing role of social media, particularly Instagram, as a strategic channel for building consumer engagement in a visual and interactive manner. A descriptive quantitative approach was employed, with data collected through an online questionnaire distributed to 150 respondents who are Instagram users familiar with the @samesta.eastpoint account. The results indicate that all SMMA dimensions fall into the effective category, with entertainment achieving the highest score, followed by e-WOM, trendiness, customization, and interaction. These findings suggest that although the social media strategy has been implemented effectively, there remains room for improvement, particularly in terms of interaction and content personalization. This research is expected to serve as a reference for the Samesta East Point Instagram account manager in optimizing digital communication strategies, as well as a basis for future studies in the property sector. Kata kunci: Social Media Marketing Activities, Instagram, Samesta East Point

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, S.E., M.M. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Nasya Ashila Tahany .
Date Deposited:	07 Aug 2025 05:51
Last Modified:	07 Aug 2025 05:51
URI:	http://repository.unj.ac.id/id/eprint/58439

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