Strategi Komunikasi Pemasaran Bengkel Onegarages Dalam Meningkatkan Penjualan Melalui Instagram. (Onegarages Workshop Marketing Communication Strategy in Increasing Sales Through Instagram).

Nugroho, Abhirama (2024) Strategi Komunikasi Pemasaran Bengkel Onegarages Dalam Meningkatkan Penjualan Melalui Instagram. (Onegarages Workshop Marketing Communication Strategy in Increasing Sales Through Instagram). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Instagram is a social media platform that is useful for sharing photos in a very easy way, namely uploading them so that they can be seen by many people. If there is an interaction by viewing an uploaded post, communication will arise between fellow Instagram users who can be connected by giving signs in the form of likes and comments on the uploaded post. There is something that is an important element of communication on Instagram, namely followers, where when the number of likes and comments is large, an uploaded post is considered interesting and can lead to communication through comments. The workshop Instagram account that uses Instagram as an active interaction, namely Instagram @onegarages, was established in 2023. This account was created to utilize Instagram as a marketing communications medium in Tangerang, West Java. The aim of this research is to determine the use of Instagram as a marketing communication medium through Integrated Marketing Communication theory with several promotional mixes chosen by the Onegarages workshop. This research is based on a qualitative approach which aims to explain phenomena in the field in detail by collecting as much and as deep data as possible which will then be analyzed in more depth. From the research results, it can be concluded that the use of Instagram by the @onegarages account was chosen as a marketing communication medium which implemented a promotional mix, namely advertising, sales promotion and internet marketing, which used the features available from Instagram in the form of likes, comments., Instagram stories, feeds, hashtags, insights and collaborations that can expand the reach of marketing communications by maximizing the use of Instagram features and being creative in creating posts in the form of photos or videos that can be uploaded via Instagram.

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