Skripsi

IMPLEMENTASI KOMUNIKASI PEMASARAN DIGITAL PALTV DI INSTAGRAM DALAM MODEL PESO

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ABSTRAK Perkembangan media digital telah mendorong perubahan signifikan dalam strategi komunikasi pemasaran, khususnya pada industri media lokal yang dituntut untuk beradaptasi dengan pergeseran perilaku konsumsi audiens. Media sosial, terutama Instagram, menjadi salah satu platform strategis dalam membangun citra, meningkatkan interaksi, serta mempertahankan eksistensi media lokal. Penelitian ini bertujuan untuk menganalisis komunikasi pemasaran digital yang dilakukan Palembang Televisi (PALTV) melalui akun Instagram @officialpaltv dengan menggunakan model PESO (Paid, Earned, Shared, dan Owned Media). Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi. Informan penelitian terdiri dari General Manager, bagian Marketing, Admin Media Sosial, dan bagian Editing PalTV. Analisis data dilakukan secara induktif dengan tahapan kondensasi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa PalTV telah memanfaatkan Instagram secara optimal sebagai sarana komunikasi pemasaran digital. Pada aspek paid media, PalTV menggunakan iklan berbayar secara selektif untuk meningkatkan awareness dan jangkauan audiens terhadap program unggulan. Earned media terbentuk melalui respons organik audiens, seperti komentar, pembagian ulang konten, serta kolaborasi dengan influencer lokal yang berkontribusi dalam membangun kredibilitas dan citra positif PalTV. Shared media tercermin dari tingginya tingkat interaksi audiens melalui likes, komentar, dan shares yang menunjukkan keterlibatan aktif masyarakat. Sementara itu, owned media diwujudkan melalui pengelolaan akun Instagram sebagai kanal resmi untuk menyampaikan informasi, promosi program, serta isu-isu lokal yang relevan dengan masyarakat Palembang. Berdasarkan temuan tersebut, dapat disimpulkan bahwa penerapan model PESO dalam komunikasi pemasaran digital PalTV di Instagram mampu meningkatkan awareness, engagement, serta memperkuat posisi PalTV sebagai televisi lokal yang dekat dengan masyarakat. Penelitian ini diharapkan dapat menjadi referensi bagi industri media lokal dalam merancang strategi komunikasi pemasaran digital yang efektif di era media sosial. Kata Kunci: Komunikasi Pemasaran Digital, Instagram, Model PESO Pembimbing Galih Priambodo, S.Pd., M.I.Kom. _______________ NIP. 198908312023211021 Palembang, 5 Februari 2026 Ketua Jurusan Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya Dr. Muhammad Husni Thamrin, M.Si. NIP, 196406061992031001 ABSTRACT The development of digital media has driven significant changes in marketing communication strategies, particularly in the local media industry, which was required to adapt to shifts in audience consumption behavior. Social media, especially Instagram, became one of the strategic platforms for building brand image, increasing interaction, and maintaining the existence of local media. This study aimed to analyze the digital marketing communication conducted by Palembang Television (PALTV) through the Instagram account @officialpaltv using the PESO model (Paid, Earned, Shared, and Owned Media). This study employed a qualitative approach with a descriptive method. Data collection techniques were conductedthrough interviews, observations, and documentation. The research informants consisted of the General Manager, Marketing staff, Social Media Admin, and Editing staff of PALTV. Data analysis was carried out inductively through the stages of data condensation, data presentation, and conclusion drawing. The results of the study indicated that PALTV had utilized Instagram optimally as a digital marketing communication medium. In the paid media aspect, PALTV used paid advertisements selectively to increase awareness and expand audience reach for its flagship programs. Earned media was formed through organic audience responses, such as comments, content sharing, and collaborations with local influencers, which contributed to building PALTV’s credibility and positive image. Shared media was reflected in the high level of audience interaction through likes, comments, and shares, indicating active public engagement. Meanwhile, owned media was realized through the management of the Instagram account as an official channel to deliver information, promote programs, and present local issues relevant to the people of Palembang. Based on these findings, it could be concluded that the implementation of the PESO model in PALTV’s digital marketing communication on Instagram was able to increase awareness, engagement, and strengthen PALTV’s position as a local television station that was closely connected to the community. This study was expected to serve as a reference for local media industries in designing effective digital marketing communication strategies in the social media era.

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Detail Information

Series Title

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Call Number

T1949712026

Publisher

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

Collation

xiv, 93 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

659.144 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Prodi Ilmu Komunikasi
Instagram (Media Sosial)

Specific Detail Info

-

Statement of Responsibility

KA

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