PEMANFAATAN MEDIA SOSIALDALAM KOMUNIKASI PEMASARAN DIGITAL

Abstract

Access to information that is very fast, cheap, and can be reached by all levels of society is a necessityin today's digital era. Through Instagram , young people are looking for a contemporary place whichtheylike.OnesuchinformationproviderisWorthyourvisit.

ThisstudyaimstofindouthowtousesocialmediaindigitalmarketingcommunicationsontheInstagramaccount@worthyourvisit.

Thetheoryusedin this research is uses and gratification which assumes that media users have alternative choices tosatisfy their needs in achieving a goal. This study uses a qualitative approach, with the type ofdescriptiveresearch.Theselectionofinformantswasdonebyusingpurposivesamplingtechnique.

ThedataanalysistechniqueinthisstudyusestheMilesandHubermanPunchinteractiveanalysistechniquewhichconsistsofthreecomponents,namelydatareduction,datapresentation,anddrawingconclusions. The data validity technique used in this study is source triangulation. Based on the resultsof the study, the worthyourvisit account prioritizes the dissemination of information digitally throughInstagram by making photos or videos posted on the homepage and using steps such as Instagramstories,feeds,hashtags, highlights,etc. which are moreeffectiveand efficient.