Efektivitas Instagram sebagai Media Promosi Produk Olahan Pertanian Serambi Botani - Al Furqon, Mohammad Fuad; Saleh, Amiruddin (Departemen Sains Komunikasi dan Pengembangan Masyarakat, Fakultas Ekologi Manusia, IPB, 2020)
Produk olahan pertanian yang sebagian besar beroperasi di pedesaan dan berupa sektor usaha kecil biasanya membuat promosi melalui media konvensional seperti brosur, poster, booklet dan lainnya sudah tidak efektif. Penjualan secara konvensional mulai banyak ditinggalkan karena munculnya inovasi dalam teknologi informasi dan komunikasi dimana pembelian barang atau jasa dapat dilakukan melalui internet salah satunya media sosial instagram. Tujuan penelitian adalah menghasilkan analisis efektivitas instagram sebagai media promosi, menganalisis hubungan karakteristik followers dengan tingkat keterdedahan media sosial serta menganalisis hubungan tingkat keterdedahan media sosial dengan efektivitas instagram sebagai media promosi. Penelitian menggunakan metode survei dengan data kuantitatif berupa kuesioner online yang didukung oleh data kualitatif berupa wawancara mendalam dengan satu orang admin instagram Serambi Botani sebagai informan. Jumlah responden dalam penelitian adalah 40 orang. Hasil penelitian menunjukkan bahwa instagram efektif dalam meningkatkan pengetahuan (aspek kognitif) responden terkait produk olahan pertanian Serambi Botani.Kata Kunci : efektivitas media sosial, instagram, karakteristik, keterdedahan media sosial, produk olahan pertanian=====ABSTRACTProcessed agricultural goods which are mostly operated in villages and most likely be part of small scale businesses are usually promoted through conventional media such as brochures, posters, booklets etc. that are no longer effective. Conventional methods in marketing and trade are being replaced by innovative information and communication technologies in which the trade of goods or services can be done online through the internet and one of the media is social media Instagram. The purpose of this study is to analyze of the effectiveness of Instagram as promotional media, to analyze the relationship between the characteristics of followers with the level of social media exposure and relationship between the level of social media exposure with the effectiveness of Instagram as promotional media. This study uses a survey method by using quantitative data in the form of an online questionnaire which is supported with qualitative data in the form of an in-depth interview with one Serambi Botani Instagram admin as an informant. The total number of respondents in this study is 40 people. The results of the study showed that Instagram was effective in increasing knowledge (cognitive aspects) of respondents related to agricultural products of Serambi Botani.Keywords: characteristic, the effectiveness of social media, exposure of social media, Instagram, processed agricultural goods