EFEKTIVITAS DIGITAL BRANDING DALAM PENCITRAAN KOTA (Studi Korelasi Antara Efektivitas Digital Branding #kotasolo dengan Pencitraan Kota Surakarta di Instagram Menurut Followers @kotasolo_fp).

NASIRUDIN , MOHAMAD (2017) EFEKTIVITAS DIGITAL BRANDING DALAM PENCITRAAN KOTA (Studi Korelasi Antara Efektivitas Digital Branding #kotasolo dengan Pencitraan Kota Surakarta di Instagram Menurut Followers @kotasolo_fp). Other thesis, Universitas Sebelas Maret.

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    Abstract

    Tourism is one of the foreign exchange earnings for the development of country. The increasing potential is so great that made tourism recognized as a lucrative business. Even as an industry, it is continues to growing fast. Proven by the increasing number of hotel construction in various locations frequented by tourists, access that made as easier as it is, as well as many travel guides either from official government or private institutions. The creative tourism marketing is not limited to conventional media but also digital media. Digital Branding #kotasolo is a form of promotion made for Surakarta City on social networking sites, especially Instagram. Effectiveness define how well the work is done, the extent to which people produce the output as expected. This means that if a job can be completed by planning, both in time, cost, and quality; then it can be said to be effective. To do all this, we need a strategy. Strategies that include segmentation, targeting, and positioning have a key role to win the mind share. This study was conducted on 98 respondents from @kotasolo_fp followers per February 12, 2016. Data were collected using questionnaires which researchers share in the social media groups related to topics. The analysis technique used to process the data in this study is Spearman rank method. The results of this study indicate rs = 0.54. With df = 0,05 so obtained t = 6.293. T qulify t> 2.00 and t> 1.98. From these results, it is known that the value of t is bgger than t table, then the HA is accepted therefore H0 is rejected. So that "There is a significant correlation between the effectiveness of digital branding #kotasolo to Surakarta imagery on Instagram according to @kotasolo_fp follower."

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Ilmu Sosial dan Politik > Ilmu Komunikasi
    Depositing User: Indrawan indra
    Date Deposited: 18 Dec 2017 18:39
    Last Modified: 18 Dec 2017 18:39
    URI: https://eprints.uns.ac.id/id/eprint/37568

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