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Unang arifin
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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Public Relations
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282167     DOI : https://doi.org/10.29313/bcspr.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Public Relations (BCSPR) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Public Relations dengan ruang lingkup Strategi Promosi, Brand, Citra, Corporate Social Responbility, Digital Public Relations, Diplomasi Publik, Dramaturgi, Hoax, Humas International, Informasi, Kampanye Public Relations, Transaksi, Krisis, Kinerja, Komunikasi Persuasi, Konseling, Konten, Kredibilitas, Kualitas Pelayanan, Literasi, Media Online, Media Sosial, Membangun Kepercayaan, Minat beli, Motif, Pelayanan, Pemberitaan, Peran Sosial, Perspektif, Pola Komunikasi Perusahaan, Profesionalisme, Publikasi, Rebranding, rebranding, Sikap, Special Event, Strategi media relations, Publikasi, Teknologi Informasi, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
 1 
Search results for , issue "251-258" : 1 Documents clear
Strategi Komunikasi Pemasaran Digital Paper Official melalui Instagram Belinda Zahra Faridah; Mochammad Rochim
Bandung Conference Series: Public Relations 251-258
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.24875

Abstract

Abstract. Paper Official is a local fashion brand based in Bandung that utilizes Instagram as its primary platform for digital marketing communication to promote its products and establish communication with consumers. This study aims to analyze the digital marketing communication strategy implemented by Paper Official through Instagram to attract consumer interest. This research employed a qualitative method with a case study approach. Data were collected through in-depth interviews, observations, and documentation involving the owner, employees, and consumers of Paper Official. The findings indicate that Paper Official's digital marketing communication strategy focuses on delivering product-oriented content, utilizing Instagram features such as Reels, Stories, and Feeds according to their respective characteristics, and fostering two-way communication with consumers through various interactive features. Instagram was selected because it enables the brand to expand its information reach, facilitate interaction with consumers, and support more effective product communication. In addition, consistency in content presentation and responsiveness to consumer interactions were found to be important factors supporting the implementation of Paper Official's digital marketing communication strategy.Abstrak. Paper Official merupakan fashion brand lokal asal Kota Bandung yang memanfaatkan Instagram sebagai media utama dalam komunikasi pemasaran digital untuk memperkenalkan produk serta menjalin komunikasi dengan konsumen. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran digital yang diterapkan Paper Official melalui Instagram dalam menarik minat konsumen. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi dengan melibatkan pemilik, karyawan, serta konsumen Paper Official. Analisis data dilakukan menggunakan model Miles, Huberman, dan Saldaña yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran digital Paper Official dilakukan melalui penyajian konten yang berfokus pada informasi produk, pemanfaatan fitur Reels, Stories, dan Feeds sesuai karakteristiknya, serta komunikasi dua arah dengan konsumen melalui berbagai fitur interaktif Instagram. Instagram dipilih karena mampu memperluas jangkauan informasi, memudahkan interaksi dengan konsumen, dan mendukung penyampaian informasi produk secara lebih efektif. Selain itu, konsistensi penyajian konten dan respons terhadap interaksi konsumen menjadi faktor yang mendukung pelaksanaan strategi komunikasi pemasaran digital Paper Official.

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