Penggunaan Social Network Site (SNS) Instagram Sebagai Media Pemasaran Geriliya Digital

Dina Mizanie, Irwansyah Irwansyah

Abstract


Di tengah era globalisasi, penetrasi internet telah perlaham mengubah perilaku manusia dalam beraktivitas sehari-hari. Namun disaat bersamaan juga menghadirkan potensi dan inovasi yang dapat dilakukan untuk memudahkan manusia mencapai tujuannya. Kehadiran situs jejaring sosial dengan cepat menjadi media yang sangat digemari. Kemampuan situs jejaring sosial untuk menjangkau khalayak yang tidak terbatas kondisi geografi dan ekonomi dapat menjadi sebuah media baru yang dapat digunakan praktisi pemasaran dan periklanan dalam menyebarkan pesan mereka. Situs jejaring sosial yang populer di kalangan pengguna dan pelaku bisnis saat ini adalah Instagram. Dengan memahami karakteristik dan cara kerja Instagram, pemasar dapat membuat strategi yang efektif untuk menarik perhatian calon konsumen. Salah satu strategi yang dapat diterapkan adalah pemasaran gerilya digital. Walaupun strategi ini sebelumnya dilakukan secara analog, namun tetap memungkinkan untuk digunakan di dunia digital. Kajian ini menggunakan teknik wawancara dan observasi. Hasil kajian ini memperlihatkan bahwa dalam melakukan pemasaran geriliya digital, terdapat aspek-aspek yang perlu diperhatikan, yaitu fitur Instagram, alat bantu, hingga waktu penerapannya..


Keywords


social network site, Instagram, Marketing Geriliya, Marketing Digital

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DOI: https://doi.org/10.31294/jkom.v10i2.5655

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