PENGGUNAAN INSTAGRAM DALAM MEMBENTUK AWARENESS, SIKAP DAN MINAT BELI

GAZA MAHARDHIKA, RYAN (2016) PENGGUNAAN INSTAGRAM DALAM MEMBENTUK AWARENESS, SIKAP DAN MINAT BELI. Other thesis, Universitas Sebelas Maret.

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    Abstract

    RYAN GAZA MAHARDHIKA. D0209076. Thesis. THE USAGE OF INSTAGRAM IN RAISING AWARENESS, BEHAVIOUR, AND INTEREST OF PURCHASE (A Descriptive-Qualitative Study in social media of Instagram and Followers of Pasta Buntel). Communication ScienceThesis. Faculty of Social Science and Politics. University of Sebelas Maret Surakarta. 2016 Instagram is a photo-sharing social media used to communicate that enables the users to use visual messages intensively. Instagram has quickly emerged as a favorite platform used in various fields, including culinary. In the midst of social media revolution, Instagram is used by restaurants or cafes extensively for the purpose of communication and promotion. One of them is Pasta Buntel which has used Instagram as a media of promotion. Today, the Instagram account of Pasta Buntel has been followed by more than 6000 followers. This research is a qualitative research. This reserach was conducted to investigate and to understand the awareness, behaviour and interest of purchase of followers towards Pasta Buntel. This research uses a descriptive-qualitative method by observing the Instagram account of Pasta Buntel within 2 months and interviewing the owners of Pasta Buntel and five different Instagram followers of Pasta Buntel. The analysis of this research was done by observing the Instagram account of Pasta Buntel within two months, from April to May. In-depth interview towards Pasta Buntel followers was done to identify theformat of messages, the content of messages, and the way of communication used by Pasta Buntel in Instagram. Theory of communication effect by Lavidge and Steiner (1961) was used to analyse the phase of communication effect, they are cognitive, affective, and conative. Based on the result of this research, it can be concluded that Instagram is not fully explored by Pasta Buntel to deliver the message of the company in terms of types of message, types of content, and types of way of communication which are possibly used in Instagram. Keywords:awareness, descriptive qualitative, communication effect, Instagram

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HM Sociology
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Figur Hisnu Aslam
    Date Deposited: 14 Nov 2016 21:23
    Last Modified: 14 Nov 2016 21:23
    URI: https://eprints.uns.ac.id/id/eprint/28733

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