Manajemen Media Sosial dalam Komunikasi Pemasaran Digital Instagram Yamie Panda Yogyakarta

Indra Wijanarko

doi:10.31539/jomb.v5i2.7656

Indra Wijanarko Universitas Sarjanawiyata Tamansiswa Yogyakarta

DOI: https://doi.org/10.31539/jomb.v5i2.7656

Abstract

Yamie Panda is a local business in the form of a restaurant that provides various yamie variants. In carrying out its activities, Yamie Panda uses several social media, one of which is Instagram. This research aims to find out how Instagram @yamiepanda social media is managed through the share, optimize, manage and engage stages. This research uses a descriptive method. The data collection techniques used were in-depth interviews, observation and literature study. From the research results, it is known that content management on Instagram social media @yamiepanda at the share stage begins with understanding Yamie Panda's target audience. In the optimize stage, monitoring is carried out to find out what is currently trending through hashtags. The management stage is carried out by creating a content schedule and data insight reports as an evaluation. At the engage stage, this is done by establishing relationships with influencers to increase exposure.

Keywords: Instagram, Digital Marketing Communication, Social Media

References

Ali, I Ibnu. 2021. “KOMUNIKASI PEMASARAN (Deskriptif Kualitatif Penggunaan Instagram Pada Produk@ Nancysfruitsalad Di Pekanbaru).” http://repository.uin-suska.ac.id/52976/%0Ahttp://repository.uin-suska.ac.id/52976/1/SKRIPSI GABUNGAN.pdf.

Dewi, Intan Permata. 2020. “Efektifitas Ekuitas Merek Berbasis Pelanggan Pada Pengguna E-Ritel.” Business Innovation and Entrepreneurship Journal 2(3): 160–66.

Gundlach, Gregory T., and William L. Wilkie. 2014. “Stakeholder Marketing: Why ‘Stakeholder’ Was Omitted from the American Marketing Association’s Official 2007 Definition of Marketing and Why the Future Is Bright for Stakeholder Marketing.” Journal of Public Policy and Marketing 29(1): 89–92.

Hartley, Jhon. 2015. “John Hartley. 2015. Communication, Cultural and Media Studies : Konsep, Kunci. Jalasutra, Yogyakarta. Hal 128 1.” : 1–44.

Indrianti, Lisa. 2016. “Pembentukan Brand Engagement Pada Pelanggan Telkomsel Dan Indosat Melalui Media Social Facebook, Twitter Dan Instagram.” Tesis. http://www.palgraveconnect.com/doifinder/10.1057/9780230579507.

Pakadang, Desi. 2012. “Evaluasi Penerapan Sistem Pengendalian Intern Penerimaan Kas Pada Rumah Sakit Gunung Maria Di Tomohon.” Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 1(4): 213–23.

Rapitasari, Diana. 2016. “Digital Marketing.” 10(2): 107–12.

Sakti, Bulan Cahya, and Much Yulianto. 2013. “Penggunaan Media Sosial Instagram Dalam Pembentukan Identitas Diri Remaja.” Interaksi-Online 6(4): 1–12. https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/21950.

Sustiyo Wandi & Tri Nurharsono, Agus Raharjo. 2013. “Pembinaan Prestasi Ekstrakurikuler Olahraga Di Sma Karangturi Kota Semarang.” Journal of Physical Education, Sport, Health and Recreations 2(8): 524–35.

Swastha, Basu. 2014. “Basu Swastha.” Manajemen Penjualan: 34–35.