Skripsi

STRATEGI PROMOSI DIGITAL MELALUI PERENCANAAN DAN PRODUKSI KONTEN INSTAGRAM @BAKEHOUSE_PLM

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This study aims to analyze digital promotional strategies through the planning and production of Instagram content for @bakehouse_plm, which influence consumer engagement and behavior. This study uses a qualitative approach with in-depth interviews with four informants selected based on specific criteria. The digital promotional strategy analysis in this study uses the AISAS (Attention, Interest, Search, Action, Share) model proposed by Sugiyama and Andree (2011). The results show that Instagram content production is carried out in a structured manner, paying attention to visual identity consistency, message relevance, and consumer information needs. Visual content and storytelling effectively build attention and interest, the provision of information through the Story and Highlight features supports the search stage, persuasive calls to action encourage action, and consumer participation in sharing experiences strengthens the share stage. Overall, systematic, consistent, and brand-specific content planning and production contribute to optimizing digital promotional strategies and gradually influencing consumer behavior according to the AISAS stages. This research is expected to contribute to the development of digital marketing communication studies, particularly regarding the use of Instagram as a promotional medium.

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Availability

Detail Information

Series Title

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Call Number

T1948202026

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2026

Collation

xviii, 100 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.872 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Prodi Ilmu Komunikasi
Pemasaran digital

Specific Detail Info

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Statement of Responsibility

KA

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