Promotion of Instagram and Purchase Intention: A Case of Beverage  Business at Covid-19 Pandemic

Habibie, Fachrul Husain; Mustika, Amalia; Ratnaningtyas, Heny; Noveti, Velicia

doi:10.30647/trj.v5i1.115

Cited by 8 publications

(5 citation statements)

References 9 publications

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“…According to Habibie et al (2021), digital marketing is an activity about marketing, including a brand that uses various web-based media such as Instagram, Facebook, blogs, email, websites, or other social networks. To distribute information related to airlines, PT Citilink Indonesia Branch Office Denpasar opened a route that can make it easier for consumers.…”

Section: Direct and Digital Marketingmentioning

confidence: 99%

Implementation of Integrated Marketing Communication on Low Cost Carrier Airlines in the New Normal Era (Qualitative Descriptive Study at PT Citilink Indonesia Branch Office Denpasar)

Cristina¹,

Yudhistira²,

Wijayanti³

2022

TRJ

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This study aimed to determine how the implementation of integrated marketing communications at PT Citilink Indonesia Denpasar Branch Office as a low-cost airline in the new normal era. The research method used in this study is a qualitative descriptive method with data collection methods through observation, interviews, and documentation. The results of this study are based on five dimensions of integrated marketing communication, showing that 1) advertisements at the PT Citilink Denpasar Branch Office use the company's digital on-channels such as Instagram, Facebook, Twitter, and Youtube; 2) The company's direct & digital marketing is done through the website, mobile app & call center; 3) Sales promotions are channeled through social media and websites that offer promotions for free rapid tests, snacks & drinks, internet quota, round-trip tickets, and discounted stays; 4) Public relations is carried out through online media relations by providing positive news that helps maintain the company's brand image. 5) Personal Selling at the PT Citilink Indonesia Denpasar Branch Office is done through ticket sales counters at Ngurah Rai Airport. Keywords: Customer Loyalty, Brand Image, Brand Trust

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Section: Direct and Digital Marketingmentioning

confidence: 99%

Implementation of Integrated Marketing Communication on Low Cost Carrier Airlines in the New Normal Era (Qualitative Descriptive Study at PT Citilink Indonesia Branch Office Denpasar)

Cristina¹,

Yudhistira²,

Wijayanti³

2022

TRJ

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“…Since the emergence of various digital platforms, many business actors have taken advantage of the sophistication and convenience of social media to convey messages and interact with their target audience (Habibie et al, 2021). Apart from being low-cost, digital-based social media can connect everyone quickly and easily.…”

Section: F Conclusionmentioning

confidence: 99%

Utilization of Instagram by Glamping Legok Kondang Ciwidey as a Promotion Media during the Pandemic

Diniati

Salma

Lestari

et al. 2022

TRJ

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This research aims to describe how social media Instagram that tourism industry players, and the tourists use during the pandemic, can be utilized as a promotion tool so that more people will be interested in traveling again, especially in the era of the new normal. This research uses a qualitative approach with descriptive research type and data collection techniques carried out through in-depth interviews with one key informant, non-participant observation, and document study. The results show that in carrying out its promotion, Glamping Ciwidey utilizes some features of social media Instagram and emphasizes certain content to attract the attention of their target audiences. In modifying the audiences’ behavior, they optimize the ability of the influencer that was involved in building brand awareness and the interest of tourists’ attraction and maximizing the features of posting and reposting content from the influencers also visitors through Insta Story and Instagram Feeds. In providing the information such as product knowledge and persuading the audiences to be interested in visiting, they utilize some of Instagram’s features and emphasize the digital content creation, such as activities and the view around there, the implementation of health protocol, infographic, and repost content. Keywords: Nature Tourism, Promotion Media, Social Media For Tourism Marketing

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“…However, many business owners still need more promotion using social media, Instagram, sometimes just uploading photos without exciting captions. In addition, they also pay less attention to the layout of photos on Instagram and do not follow existing trends (Habibie et al, 2021). Rumangsa Coffee and Bakery's Instagram still needs to be more attractive and active in promoting its products on Instagram.…”

Section: A Introductionmentioning

confidence: 99%

The Influence of Price and Instagram Social Media Promotion on Purchase Decisions at Rumangsa Coffee and Bakery, Hotel Ra Premiere Jakarta

Bilqis

Nurbaeti

Asmaniati

et al. 2023

TRJ

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This research aims to determine the influence of price and Instagram social media promotion on purchase decisions. The method used in this research is quantitative descriptive with multiple regression analysis using accidental sampling, while data is collected by distributing questionnaires with a Likert scale of 1 to 5. The population is all visitors who come to Rumangsa Coffee and Bakery at Hotel Ra Premiere Jakarta. The sample uses the Slovin formula of 100 respondents. The results of this study show that price and Instagram social media promotion significantly affect purchase decisions. The price variance of coffee in Rumangsa Coffee and Bakery provides a broader option for consumers with different preferences and budgets. It enriches the consumer experience with varying choices of coffee. Rumangsa Coffee and Bakery needs to improve Instagram promotion with exciting content, relevant hashtags, discounts, customer reviews, and promoting events or contests to increase visitors. This research implies that Rumangsa Coffee and Bakery needs to reconsider pricing and improve Instagram promotion to attract more customers and increase sales. This can be achieved by posting engaging content, using relevant hashtags, giving special discounts or promotions, posting customer reviews, and promoting events or contests related to their cafe. Keywords: Price, Instagram Social Media Promotion, Purchase Decision

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Promotion of Instagram and Purchase Intention: A Case of Beverage Business at Covid-19 Pandemic

Cited by 8 publications

References 9 publications

Implementation of Integrated Marketing Communication on Low Cost Carrier Airlines in the New Normal Era (Qualitative Descriptive Study at PT Citilink Indonesia Branch Office Denpasar)

Implementation of Integrated Marketing Communication on Low Cost Carrier Airlines in the New Normal Era (Qualitative Descriptive Study at PT Citilink Indonesia Branch Office Denpasar)

Utilization of Instagram by Glamping Legok Kondang Ciwidey as a Promotion Media during the Pandemic

The Influence of Price and Instagram Social Media Promotion on Purchase Decisions at Rumangsa Coffee and Bakery, Hotel Ra Premiere Jakarta

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