CD Skripsi

Pemanfaatan Media Sosial Instagram @Pekanbarukuliner Sebagai Media Promosi Kuliner UMKM Pekanbaru

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UMKM entrepreneurs must make good use of their social media in running their businesses. Social media promotions are easy to implement, cost-effective, and time-efficient, with a broader reach. The use of social media for promotion has become a key strategy for MSME in the culinary sector, especially in Pekanbaru. In Pekanbaru, one notable account promoting local MSME in the culinary field is @pekanbarukuliner. Since 2014, @pekanbarukuliner has been promoting Pekanbaru's MSME with the goal of introducing the city to Indonesia through its culinary offerings. This study aims to analyze the use of Instagram as a promotional tool for culinary MSME in Pekanbaru.
This research employs a qualitative method with a descriptive approach. Informants were selected using purposive sampling, focusing on individuals involved with the @pekanbarukuliner account. Data collection techniques include interviews, observations, and documentation. Data analysis follows the steps of data collection, data reduction, data presentation, and conclusion drawing, with data validity verified through triangulation.
The results, analyzed using Regina Luttrell's Circular of SOME model, reveal that social media, particularly Instagram, holds significant potential as a promotional tool for culinary MSME in Pekanbaru. The @pekanbarukuliner account must effectively utilize Instagram’s features to maintain engagement with followers. Maintaining relationships with followers is crucial as it enhances engagement. The success of promotions also heavily relies on creative content. Therefore, culinary MSME in Pekanbaru are encouraged to continuously develop and adapt their Instagram promotion strategies to achieve effective and sustainable results.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001125101

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001125101

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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