Main Article Content

Abstract

This study aims to find out what kind of marketing communication strategy is implemented by Swiss-Belresort Watu Jimbar on Instagram, in order to increase the company's image and popularity. The subject of this study is a Swiss-Belresort Watu Jimbar marketing communication role in product marketing and building brand image and popularity, which are marketed through social media Instagram. This study is based on marketing communication theory. The results obtained are based on the content uploaded on Instagram and interactions with followers, that Swiss-Belresort Watu Jimbar can carry out the appropriate marketing communication concept. However, content creativity is still limited by the rules, so it seems rigid and doesn't follow what the Z Generation loves. Therefore, the solution that can be offered is to give the freedom to create content according to the Z Generation as the target market.

Keywords

Marketing Communication; Social Media; Instagram; Promotion

Article Details

How to Cite
Adi Sudharma, K. J., & Arista Putri, P. D. (2024). Strategi Marketing Communication Melalui Sosial Media Instagram Dalam Meningkatkan Citra dan Popularitas Swiss-Belresort Watu Jimbar. CARADDE: Jurnal Pengabdian Kepada Masyarakat, 6(3), 396-403. https://doi.org/10.31960/caradde.v6i3.2077

References

  1. Hermawan, Agus. (2017). Komunikasi Pemasaran. Jakarta: Erlangga.
  2. Nanda, C. S. (2022). Analisis Marketing Communication dalam Membangun Brand Image melalui Sosial Media Instagram (Studi Kasus pada Kopiria Samarinda). eJournal Administrasi Bisnis, 2022, 10(2): 166-180.
  3. Kurniawati, D., Arifin, N. (2015). Strategi Pemasaran Melalui Media Sosial dan Minat Beli Mahasiswa). Jurnal Simbolika/Volume 1/Nomor 2/September 2015
  4. Mulitawati, I., M., Retnasary, M. (2020). Strategi Komunikasi Pemasaran Dalam Membangun Brand Image Melalui Sosial Media Instargram (Studi kasus deskriptif komunikasi pemasaran produk polycrol forte melalui akun instagram @ahlinyaobatmaag)). http://dx.doi.org/10.30829/komunikologi.v4i1.7616
  5. Chandra, C., N., Sari, W., P. (2021). Pengaruh Content Marketing terhadap Customer Engagement (Studi Pada Akun Instagram LazadaID)). http://dx.doi.org/10.30829/komunikologi.v4i1.7616
  6. Sa’diya, L. (2017). Strategi Promosi di Media Sosial Instagram Terhadap Kesadaran Merek di Era Generasi Z). https://doi.org/10.21107/kompetensi.v11i2.3530
  7. Afandi, Samudra, J., P., Sherley, Veren, Liang, W. (2021). Pengaruh Endorsement Influencer Instagram Terhadap Keputusan Pembelian pada Generasi Z). http://dx.doi.org/10.30829/komunikologi.v5i1.9272
  8. Sulistiyo, T., D., Fitriana, R., Lee, C. (2020). Pengaruh Marketing Media Sosial Instagram Terhadap Brand Image The Bunker Café, Tangerang). Vol. 21 No. 2 (2020): Jurnal Ekbis : Analisis,Prediksi dan Informasi
  9. Kurniawan, P. (2017). Pemanfaatan Media Sosial Instagram Sebagai Komunikasi Pemasaran Modern Pada Batik Burneh). https://doi.org/10.21107/kompetensi.v11i2.3533
  10. Utami, G., R., Saputri, M., E. (2020). Pengaruh Social Media Marketing Terhadap Customer Engagement dan Loyalitas Merek Pada Akun Instagram Tokopedia). Vol. 5, No 2, Juni 2020: 185-198
  11. Swiss-Bel Internasional. (n.d.). Company Overview. Diakses pada 3 Agustus 2023 dari https://www.swiss-belhotel.com/id-id/groupglobal
  12. Swiss-Bel Internasional. (n.d.). Mission and Vision. Diakses pada 3 Agsutus 2023 dari https://www.swiss-belhotel.com/id-id/our-mission-and-vision
  13. Swiss-Belresort Watu Jimbar. (n.d.). Sanur's Rejuvenating 4-stars Resort. Diakses pada 3 Agsutus 2023 dari http://www.swiss-belresortwatujimbar.com/
  14. Annur, Cindy Mulia. (2023). 10 Negara dengan Jumlah Pengguna Instagram Terbanyak di Dunia (Januari 2023). Diakses pada 3 Agustus 2023 https://databoks.katadata.co.id/datapublish/2023/05/04/jumlah-pengguna-instagram-indonesia-terbanyak-ke-4-di-dunia#:~:text=Menurut%20laporan%20We%20Are%20Social,yakni%2089%2C15%20juta%20pengguna.