Setyawan, Tiyas Alivia (2023) Analisis Isi Pesan Dalam Instagram @Traveloka.id Dan @Tiketcom. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research focuses on the content analysis of the Instagram accounts @traveloka.id and @tiketcom. The Republic of Indonesia government officially lifted the Enforcement of Restrictions on Community Activities (PPKM) at the end of December 2022 to control Covid-19, acknowledging the success of efforts in managing the pandemic. This decision is expected to breathe new life into Indonesia's tourism industry, the main source of foreign exchange post-Covid-19. Despite challenges, various opportunities arise for stakeholders in the industry to revitalize Indonesia's tourism sector. Digital technology has brought about innovation and massive changes, including in the tourism sector. Both Traveloka and Tiketcom utilize social media platforms, especially Instagram, to promote and interact with consumers. This research aims to understand the content of messages on the Instagram accounts @traveloka.id and @tiketcom. The research method used is descriptive quantitative content analysis. The study analyzes posts on the Instagram accounts @traveloka.id and @tiketcom from November 1, 2022, to January 31, 2023. The results show differences in content strategies between Traveloka and Tiketcom. @traveloka.id emphasizes branded content, focusing on values such as "Life, Your Way." In contrast, @tiketcom is active in promotional content, especially during the "Online Tiket Week" campaign. Although both use influencers, @traveloka.id opts for planned collaborations with a soft-selling approach, while @tiketcom tends to use a more direct hard-selling strategy. This research provides valuable insights for marketers and stakeholders in the tourism industry to understand effective approaches in interacting with audiences through social media platforms.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning H Social Sciences > HN Social history and conditions. Social problems. Social reform |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Tiyas Alivia Setyawan | ||||||||
| Date Deposited: | 10 Jan 2024 06:49 | ||||||||
| Last Modified: | 10 Jan 2024 06:49 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/19406 |
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