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All Journal Translitera : Jurnal Kajian Komunikasi dan Studi Media Jurnal Abdi: Media Pengabdian Kepada Masyarakat International Journal of Educational Research and Social Sciences (IJERSC) Journal of Soft Computing Exploration CITRAWIRA : JOURNAL OF ADVERTISING AND VISUAL COMMUNICATION DIVAGATRA - Jurnal Penelitian Mahasiswa Desain Kongga : Jurnal Pengabdian Masyarakat CARONG: Jurnal Pendidikan, Sosial dan Humaniora
Laksani, Hening
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Translitera : Jurnal Kajian Komunikasi dan Studi Media

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Nano influencer di Instagram sebagai Alternatif Medium Promosi Toko Buku di Yogyakarta Pandanwangi, Brilindra; Laksani, Hening
Translitera : Jurnal Kajian Komunikasi dan Studi Media Vol 13 No 2 (2024): September 2024
Publisher : Universitas Islam Balitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35457/translitera.v13i2.3910

Abstract

Promotional media via the internet has altered perceptions and created a challenge for businesses to make prominent advertisements. Consequently, innovative promotional designs are required to attract the target audience and ensure the messages conveyed are seen, heard, and read. The main point is that the more promotional alternatives are available, the less effective they will be. In this matter, consumers bombarded by promotional information tend to avoid it. The promotion strategy using nano influencers based on interpersonal relationships is effective because the messages are intended to influence attitudes and instill trust in others. Nano influencers are different from other types of promotional media because of their capacity to elicit emotional responses. The descriptive qualitative research method is used to examine respondents who have reasons and motivations for purchasing books after seeing nano influencer posts on Instagram. According to information obtained from 100 Yogyakarta respondents, 75,8% of book readers in Yogyakarta have purchased books after being influenced by nano influencer posts on Instagram. The research concluded that the internet approach through nano influencers for alternative promotional media in Yogyakarta is impactful because nano influencer posts can attract attention and create an understanding of a product.
Co-Authors Adi Nugraha, Yoga Prasetya Aditia Gilang Romadhon, Mohammad Ana Rosmiati Asmoro Nurhadi Panindias Bagaskara, Danendra Farraya Arkan, Muhammad Herry Prilosadoso, Basnendar Hesti Heriwati, Sri Iswara, Wildan Arya Praba Itsar, Ahmad Kurniawan, Rendya Adi Muslihah, Isnawati Nur Diansari, Brillian Nurantika, Melda Nurhadi Panindias, Asmoro Nursiam Pandanwangi, Brilindra Prasetyo Utomo, Tri Pravitasari, Indriati Suci Prilosadoso, Basnendar Herry Rahmat Ardi Candra Dwi Atmaja, Nur Ratna Susanti Sri Murwanti Suci Pravitasari, Indriati Waluyo