Electronic Theses and Dissertation

Abstrak internet menjadi sarana komunikasi paling populer yang membawa revolusi dalam kemajuan integrated marketing communication salah satunya ialah pada pemanfaatan media sosial instagram. implikasi tersebut diadopsi oleh bitata food ialah umkm di kota banda aceh yang sudah melek digital. berdasarkan hasil observasi dan wawancara awal yang dilakukan, diketahui bahwa produktivitas pemasaran di instagram selama periode juni-agustus 2023 (90 hari) mengalami penurunan. penelitian ini bertujuan untuk memaparkan dan menganalisis pemanfaatan media sosial instagram dalam meningkatkan produktivitas pemasaran produk umkm bitata food yang dikaji melalui konsep the circular model of some oleh regina luttell (2019). metode penelitian yang digunakan ialah kualitatif secara studi kasus tunggal (instrumental) dengan teknik purposive sampling melalui wawancara, observasi, dan dokumentasi. peneliti menggunakan analisis data model holistik oleh robert k. yin (2011). hasil penelitian yaitu bitata food memanfaatkan instagram sebagai media komunikasi pemasaran digital dalam brand awareness dan brand trust kepada publik melalui fitur instagram yaitu profil dan bio, story, stories highlight, feeds, reels, direct message, hashtag, kolaborasi, dan live streaming. dengan demikian bitata food terpenuhi mengimplementasikan konsep the circular model of some dalam perencanaan komunikasi pemasaran di instagram @bitatafoodindonesia. namun, selama 90 hari (periode septembernovember 2023) produktivitas pemasaran bitata food tidak mengalami peningkatan karena engagement rate bitata food berada pada angka 1,53%. sehingga diketahui produktivitas pemasaran bitata food selama 180 hari (periode juni-november 2023) ialah menurun. sekiranya penelitian ini dapat membantu memberikan gambaran terkait pemanfaatan media sosial instagram dalam meningkatkan produktivitas pemasaran dengan menerapkan konsep the circular model of some. kata kunci: instagram, bitata food, produktivitas pemasaran, the circular model of some, komunikasi pemasaran digital

ABSTRACT This research discusses how the internet is the most popular means of communication that brings a revolution in the progress of integrated marketing communication, one of which is the use of Instagram. The implication adopted by Bitata Food is that MSMEs in Banda Aceh are already digitally literate. Based on the results of observations and initial interviews conducted, it is known that marketing productivity on Instagram during the June-August 2023 period (90 days) has decreased. This study aims to describe and analyze the use of Instagram social media in increasing the marketing productivity of Bitata Food UMKM products studied through the concept of The Circular Model of Some by Regina Luttell (2019). The research method used is qualitative single case study (instrumental) with purposive sampling technique through interviews, observation, and documentation. Researchers used holistic model data analysis by Robert K. Yin (2011). The results of the study are Bitata Food utilizes Instagram as a digital marketing communication media in brand awareness and brand trust to the public through Instagram features, namely profile and bio, stories, stories highlights, feeds, reels, direct messages, hashtags, collaboration, and live streaming. Thus, Bitata Food has fulfilled the concept of The Circular Model of Some in marketing communication planning on Instagram @bitatafoodindonesia. However, during 90 days (September-November 2023 period) Bitata Food's marketing productivity did not increase because Bitata Food's engagement rate was at 1.53%. So it is known that Bitata Food's marketing productivity for 180 days (June-November 2023 Period) is decreasing. This research can help provide an overview of the utilization of Instagram social media in increasing marketing productivity by applying the concept of The Circular Model of Some. Keywords: Instagram, Bitata Food, Marketing Productivity, The Circular Model of Some, Digital Marketing