RESPON FOLLOWER PADA PROMOSI HOTEL DI INSTAGRAM STUDI KASUS DI PARK 5 SIMATUPANG HOTEL
Keywords:
Promosi, Instagram, Respon Follower, Model AISASAbstract
Pandemi covid-19 mengharuskan hotel untuk bertahan. Untuk bertahan, banyak hotel menggunakan media social meningkatkan intensitas promosi media sosial. Promosi di Instagram sangat penting. Park 5 Simatupang belum mengoptimalkan miliknya.Saat ini belum ada kesepakatan pengukuran promosi di Instagram danrespon yang diharapkannya, Tujuan dari penelitian ini adalah mengkaji promosi di Instagram terhadap respon follower pada promosi tersebut. Promosi diukur dengan 4 C (context, communication, collaboration, connection). Respon follower dikembangkan dengan model AISAS (attention, interest, search, action, share). Responden penelitian ini berjumlah 100 orang yang dipilih dengan purposive sampling. Data diolah dengan SPSS. Hail penelitian ini adalah bukti empiris pengaruh promosi terhadap respond follower, dan indicator 4C dan AISAS yang valid dan reliable. Penelitian ini merupakan studi kasus. Perlu ada penelitian di hotel lain.ÂReferences
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