MANAJEMEN SEVEN EVENT DALAM MEMPUBLIKASIKAN EVENT GIIAS MELALUI AKUN INSTAGRAM @GIIAS_ID UNTUK MENARIK JUMLAH PENGUNJUNG

Abstract

GAIKINDO Indonesia International Auto Show (GIIAS) is an automotive show event that is held by Seven Event. In an attempt of attracting visitors, there are certainly efforts in management by Seven Event to publicize the GIIAS event through the Instagram account of @giias_id. This research aims to find out the management of Seven Event in publicizing GIIAS Event through the @giias_id Instagram account to attract visitors. The research method that will be used is descriptive qualitative research method. The concept that will be used in this research is The Five Step Model by Joe Goldblatt. Data is gathered by observation, interview, documentation, and literature study. The research result is that Seven Event management did all of the stages of event management in order to attract visitors, and each stage utilizes the @giias_id Instagram account as a media to publicize various information of new technology to the public. Whether it’s design, techniques of writing posted picture or video captions, or interacting with the public using the features present in Instagram such as ask me question, tag location, and hashtag feature, as well as the correct choice of timing to post content in the @giias_id account. Other than that, Seven Event management also does event evaluation by responding to feedbacks (advice and critics) from the public through the @giias_id Instagram account. They then evaluate the positive, neutral, and negative response from the GIIAS event visitors, which will later be used as reference by Seven Event management in holding a better GIIAS event in the future.