STRATEGI MARKETING COMMUNICATION PT TEGUK INDONESIA UNTUK MENINGKATKAN JUMLAH PELANGGAN MELALUI MEDIA SOSIAL INSTAGRAM

Abstract

This study aims to determine the Marketing Communication strategy of PT Teguk Indonesia in increasing the number of customers through Instagram social media. The paradigm used is the paradigm of positivism. This research approach is qualitative. This study uses a qualitative descriptive method. The subject and object of this research is the Marketing Communication Strategy of PT Teguk Indonesia in increasing the number of customers through Instagram social media. Collecting data obtained using semi-structured interviews and participant observation and documentation with several sources related to the problems in the study. The research was conducted at PT. Teguk Indonesia in the Marketing Communication section by choosing three informants who are considered to be able to represent that one section and the key informants are Mrs. Elinda Cahyanti as Marketing Communication Manager and two non-key informants, namely Ms. Diajeng as Content Writer and Ms. Mutiara as Social Media Specialist. . The results showed that the Marketing Communication Strategy of PT Teguk Indonesia in increasing the number of customers through Instagram social media carried out by the Marketing Communications section had been successfully implemented to increase the number of customers. The strategy used is based on two elements in accordance with the New Media theory developed by Pieree Levvy, namely Social Interaction and Social Integration. This makes the strategy created by Marketing Communication PT Teguk Indonesia successfully implemented and considered effective to increase customers through social media Instagram.