Banjaransari, Yudhi Gumbiro and , Dr. Edy Purwo Saputro, SE., M.Si (2018) Pemanfaatan Instagram sebagai Media Komunikasi Pemasaran Online Page Down Cloth Maker. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The purpose of this research is to know the utilization of Instagram as an online marketing communication media and to identify the factors that influence customer trust in cloth manufacturing service industry. Page Down Cloth Maker is one of the cloth making industry that uses Instagram as an online marketing medium under the account @pagedowncloth. This type of research uses qualitative description using descriptive approach. The sampling technique is by keyperson method by taking 2 informants, that are Darian Dwi Syahputra as admin and owner of Page Down Cloth Maker and one customers. Interview techniques conducted with in-depth interviews and observation also documentation through Instagram account @pagedowncloth. The results of this study is Page Down Cloth Maker uses the 4P (product, price, place, promotion) concept of marketing appropriately, it is proven that Page Down Cloth Maker able to produce products based on market needs, prices in accordance, Instagram has miniaturization the offline stores into virtual which means that Instagram facilitates and merges the boundaries between the space that has been eliminated and supported by various good promotions, promotions done by using images and messages that contain persuasive meaning and also various promotions such as of sponsorship and endorsement. And by identifying two factors that affect customer trust are perceived web vendor reputation that proven by identifying several factors that influence customer trust, that is perceived web vendor reputation and perceived web site quality. By applying interactive marketing on Instagram provided an opportunity for Page Down Cloth Maker to interact with its customers in order to maintain a good and sustainable relationship to minimize the worries of customers.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Interactivity, Customer Trust, Marketing Communication |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | YUDHI GUMBIRO BANJARANSARI |
| Date Deposited: | 09 Apr 2018 03:52 |
| Last Modified: | 09 Apr 2018 03:55 |
| URI: | http://eprints.ums.ac.id/id/eprint/61512 |
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