Strategi Pemasaran Melalui Media Sosial Instagram Pada Masa Pandemi Covid-19 di The Kayon Resort - Putra, I Kadek Permana (Institut Pariwisata dan Bisnis Internasional, 2023)
The Kayon Resort merupakan resort berbintang lima berskala internasional yang terkena dampak dari adanya pandemi covid-19. Dalam era yang serba digital ini dapat dimanfaatkan sebagai sarana promosi yang efektif untuk meningkatkan penjualan pada resort. Sehingga tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi pemasaran di media sosial Instagram yang dilakukan The Kayon Resort pada masa pandemi covid-19. Metode pengumpulan data yang digunakan adalah observasi, studi dokumentasi dan wawancara. Untuk Metode analisis data yang digunakan adalah metode deskriptif kualitatif dan kuantitatif. Hasil penelitian menunjukan strategi promosi di media sosial Instagram yang digunakan The Kayon Resort sesuai dengan acuan teori Singh (2010) yang berjudul The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan menyatakan bahwa social media marketing memiliki beberapa dimensi yaitu Online Communities, Interaction, Sharing Of Content, Accessibility, Credibility. Kesimpulan yang didapat adalah hasil dari strategi promosi yang digunakan sesuai dengan apa yang diharapkan, insight dari akun Instagram The Kayon Resort cenderung stabil selama pandemi. The Kayon Resort is an international five-star resort that has been affected by the COVID-19 pandemic. In this all-digital era, it can be used as an effective promotional tool to increase sales at resorts. So the purpose of this study was to find out how the marketing strategy on Instagram social media was carried out by The Kayon Resort during the covid-19 pandemic. Data collection methods used are observation, study documentation and interviews. The data analysis method used is descriptive qualitative and quantitative methods. The results of the study show that the promotional strategy on Instagram social media used by The Kayon Resort is in accordance with Singh's (2010) theory reference entitled The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan which states that social media marketing has several dimensions, namely Online Communities, Interaction, Sharing Of Content, Accessibility, Credibility. The conclusion obtained is that the result of the promotional strategy used is in accordance with what is expected, the insight from The Kayon Resort's Instagram account tends to be stable during the pandemic.