Haydar, Ali (2024) STRATEGI KOMUNIKASI PEMASARAN PT KASOEM HEARING CENTER PADA INSTAGRAM @kasoemhearingcenter. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research discusses the marketing communication strategy implemented by PT Kasoem Hearing Center through the Instagram social media platform in overcoming the problem of PT Kasoem Hearing Center's Instagram engagement. In this digital era, of course, Instagram has become an effective means for companies to strengthen branding and reach a wider audience. The marketing communication strategy theory used in this study is The Circular Model of SoMe created by Regina Luttrell. SoMe includes Search, Optimize, Manage, and Engage. This research is a qualitative descriptive research using the research object of PT Kasoem Hearing Center's marketing communication strategy on Instagram, while the subject is the internal party of PT Kasoem Hearing Center. Research data was obtained through interviews, observations, and documentation. The results of this study are: Share, the choice of Instagram as the main social media marketing platform because it is widely used by the public and allows for two-way communication with the audience. Instagram is considered to be able to reach more people than other social media. Optimization, the use of hashtags in increasing the reach of content by using effective hashtags to reach the audience. Manage, PT Kasoem Hearing Center has its own system to ensure quick response to Direct Messages (DM) or comments by presenting a Customer Experience team to increase audience engagement and trust. Engage, the use of KOLs (Key Opinion Leaders) using micro KOLs is the right choice compared to working with Macro KOLs/Influencers in achieving audience engagement.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Ali Haydar Altway | ||||||||
| Date Deposited: | 12 Dec 2024 07:36 | ||||||||
| Last Modified: | 12 Dec 2024 07:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/33030 |
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