Pemanfaatan Media Sosial Instagram @pkusolo Sebagai Strategi Promosi Rumah Sakit

Nur Putra, Fernando and , Dr. Dian Purworini, S.Sos., M.M (2024) Pemanfaatan Media Sosial Instagram @pkusolo Sebagai Strategi Promosi Rumah Sakit. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Communication strategies are used by profit and non-profit institutions to reach customers or the public with a unified message in offering the benefits and ideas they want to convey. This research aims to analyze the strategy of the PKU Muhammadiyah Solo hospital in responding to the challenges of carrying out health promotion within the limits of established regulations, and to determine the use of the Instagram feature as a marketing communication tool for PKU Muhammadiyah Solo Hospital. This research method is descriptive qualitative by carrying out data collection techniques, conducting observations, structured interviews with six informants who have been selected through purposive sampling techniques. The number of informants in this research consisted of three informants, namely the staff managing the Instagram account @pkusolo and three informants who were followers of the Instagram account @pkusolo. The data analysis techniques used include data collection, data reduction, data presentation, and drawing conclusions. The research results show the benefits of using Instagram social media by PKU Muhammadiyah Hospital and analysis of the communication strategies implemented based on the narrative descriptions presented by the sources. The benefits obtained from using Instagram are achieving hospital goals in the form of health education, disseminating information on hospital services and establishing social closeness with consumers, while the communication strategies that have been identified are Social Marketing and Integrated Marketing Communication (IMC).

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Instagram, Komunikasi, Promosi, Pemasaran Sosial, Komunikasi Pemasaran Terpadu.
Subjects:	H Social Sciences > HE Communications H Social Sciences > HE Communications > Media Massa T Technology > TZ Technical Information
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	FERNANDO NUR PUTRA
Date Deposited:	22 Nov 2024 01:48
Last Modified:	22 Nov 2024 01:48
URI:	http://eprints.ums.ac.id/id/eprint/129246

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