EFEKTIVITAS MEDIA INSTAGRAM @ITTELKOMSURABAYA SEBAGAI MEDIA PEMASARAN INSTITUT TEKNOLOGI TELKOM SURABAYA

  • Geraldin Dona Caesarina mahasiswi S1 Ilmu Komunikasi Universitas Negeri Surabaya

Abstract

Social media as a development of the digital era provides many conveniences and benefits for everyone. In the business field, social media is not only for information and communication, but also an effective media for marketing. Institut Teknologi Telkom Surabaya also utilizes social media for marketing activities, which one is Instagram. This study uses an Effectiveness theory that has been customized to Chris Heuer's 4C Media Instagram concept, includes Context, Communication, Collaboration, and Connection. This research uses quantitative approaches and survey methods of 286 respondents who are new students of Institut Teknologi Telkom Surabaya in the 2021/2022 school year. Data processing by TCR test on each variable’s indicators. The results of this study show that Instagram @ittelkomsurabaya very effective as a marketing media that supported by several factors including the use of clear and easy-to-understand language in information, consistency of content upload schedule, mention the call center contacts on Instagram account bio, and utilization of posts about innovation and achievement of Institut Teknologi Telkom Surabaya. Based on the results of the research, Institut Teknologi Telkom Surabayacan increase the intensity of replies activities through the comments and Direct Message, and make a routine evaluations in the utilization of Instagram to find out the effectiveness as one of the marketing media of Institut Teknologi Telkom Surabaya. Keywords: Effectiveness, Instagram Media
Published
2022-03-15
Section
Artikel Ilmiah IKOM
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