Koentjoro, Mocxhammad Surjo (2020) TEORI KEKAYAAN MEDIA DAN TEORI KOMUNIKASI DUA TAHAP PADA AKUN RESMI INSTAGRAM PERUSAHAAN PROPERTI Analisa konten akun resmi instagram BSD City. In: Prosiding SNADES 2020 : Optimisme Desain Untuk Pembangunan Negeri, 20 Oktober 2020, Surabaya.
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Abstract
We are now living in the era of Industry 4.0, where the practices of manufacture and industry are combined with the latest smart technology. This phenomenon also impacts the Property Industry, with the social media Instagram, with its interactive characteristics, utilized by Property Companies to establish relationships and open communications with the public. The BSD City, located in Southern Tangerang City, Banten Province, Indonesia, also utilizes this method using Company‟s official Instagram account. The company uses photos, infographics, and videos in its Instagram Feeds features to engage the public. The public then respond to the Company‟s communication with views, likes, and comments. This study was conducted to examine the Company‟s social media communications and the response from the public. Different contents resulted in different responses to Instagram Feeds, and based on the findings, property marketers could use the suitable approaches when creating contents on Instagram. The methodology used was a content analysis of 75 contents from March 4th through July 11th 2020. The information obtained was then analyzed further using Linear Regression. The results were contents using moving images and videos, and contents using endorsements were found to generate more likes meaning more response from the public. For practical implications, these results can be used as considerations for other organizations in engaging the public. Keywords: BSD City, Property Industry, Instagram, Content Analysis, Linear Regression, Media Richness Theory, Two-Step Flow of Communication Theory.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | T Technology > T Technology (General) > T385 Computer Graphics |
| Divisions: | Conference/Seminar > Seminar Nasional Desain (SNADES) 2020 |
| Depositing User: | Fatchullah Fatchullah |
| Date Deposited: | 07 Dec 2020 04:27 |
| Last Modified: | 07 Dec 2020 04:43 |
| URI: | http://repository.upnjatim.ac.id/id/eprint/1210 |
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