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All Journal Jurnal Kaganga : Jurnal Ilmiah Sosial dan Humaniora
Erli Suci
Universitas Gunadarma
Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI KOMUNIKASI PEMASARAN AKUN INSTAGRAM @AYANAJAKARTA DALAM MENARIK MINAT PENGUNJUNG: Analisis Penerapan Integrated Marketing Communication (IMC) pada Hotel AYANA Midplaza Jakarta melalui Media Sosial Instagram Erli Suci
Jurnal Kaganga: Jurnal Ilmiah Sosial dan Humaniora Vol. 10 No. 1 (2026)
Publisher : Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/jkaganga.10.1.136-147

Abstract

This study aims to determine how @ayanajakarta’s communication strategy attracts visitors through Instagram. A communication strategy is a systematic and focused plan for delivering marketing messages to a target audience, with the aim of influencing consumer behavior and achieving predetermined business goals. This research method uses a descriptive qualitative approach, with data collection techniques consisting of in-depth interviews and documentation of @ayanajakarta’s Instagram content uploads. This study employs a constructivist paradigm. The informant selection technique used purposive sampling and Integrated Marketing Communication (IMC) theory. The results show that @ayanajakarta implements a communication strategy based on Integrated Marketing Communication (IMC) theory by implementing eight main IMC elements In an integrated manner: Advertising, Sales Promotion, Events and Experiences, Public Relations and Publicity, Online and Social Media Marketing, Mobile Marketing, Direct and Database Marketing, and Personal Selling. Overall, @ayanajakarta’s communication strategy through Instagram has proven effective in attracting visitors through the use of features such as feed, reels, stories, and explore, as well as consistent visual content management.
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