Pahlevi, Sakti (2023) Komunikasi Pemasaran Akun instagram @fastarcheryproshop untuk Mempromosikan Produk. (Marketing Communications on The @Fastarcheryproshop Instagram Account to Promote Products). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research focuses on marketing communications on the @fastarcheryproshop Instagram account to promote products. This research is interesting because business competition is so tight that companies are competingto make new innovations to maintain their business, one of which is by using marketing communications, especially promotions through Instagram social media. Moreover, PT. FAST stands in a field that is not widely known by the public, namely archery. This then becomes the formulation of the researchproblem, namely how to apply marketing communications on the @fastarcheryproshop Instagram account to promote products. This study uses a qualitative descriptive approach and data collection techniques in the form of in-depth interviews with informants and observation of Instagram content @fastarcheryproshop. Researchers use the promotion theory by Kotler and Armstrong where there are five elements of activities that work together to promote company products, namely: advertising, direct marketing, sales promotion, personal selling and public relations. Based on the research results, PT. FAST uses four of the five elements of promotional activities, namely: (1) direct marketing; (2) sales promotions; (3) personalselling; (4) public relations. These efforts were made by using Instagram social media features that support promotional activities by PT. FAST. Keywords: Marketing Communications, Promotion, Promotion Mix, Instagram
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151800203 Sakti Pahlevi |
| Date Deposited: | 15 Mar 2023 01:29 |
| Last Modified: | 15 Mar 2023 01:29 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/21409 |
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