STRATEGI MEDIA SOSIAL MARKETING INSTAGRAM @MENEMBUSGARISBATAS DALAM MENINGKATKAN PEMBELIAN BUKU MENEMBUS GARIS BATAS

Amanda Dwi Nurhaliza, . (2025) STRATEGI MEDIA SOSIAL MARKETING INSTAGRAM @MENEMBUSGARISBATAS DALAM MENINGKATKAN PEMBELIAN BUKU MENEMBUS GARIS BATAS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The book Menembus Garis Batas is a biography of Greysia Polii who uses social media marketing through Instagram to increase book purchases. Uniquely, in the social media marketing used by Menembus Garis Batas on the Instagram account @menembusgarisbatas, the content provided does not focus on book sales alone but rather content containing social media and motivation for self-development. This is the urgency of the research studied by the author. This study aims to determine the Instagram social media marketing strategy used by the @menembusgarisbatas account in increasing purchases of the Menembus Garis Batas book and to determine the content of the Instagram sales content @menembusgarisbatas using the AISAS model. The purpose of this study is also part of the problem formulation studied by the author. This study uses qualitative case study research. The results obtained in this study are that the social media marketing strategy used by Instagram @menembusgarisbatas is to plan content, determine content that is appropriate to the target audience, implement content in an interesting way, evaluate content, and build interest in the content. The author also found that the sales content on the Instagram account @menembusgarisbatas consists of four types: persuasive, informative, entertaining, and interactive. The sales content also incorporates a process to increase book purchases through discussions. The Instagram account @menembusgarisbatas is also active in building interactions and collaborations. The messaging within the sales content is also carefully crafted to ensure an impact on purchases.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 2110411291] [Pembimbing : Vinta Sevilla] [Penguji 1 : Aan Setiadarma] [Penguji 2 : Kumala Hayati]
Uncontrolled Keywords: Instagram, Social Media Marketing, Book Purchase
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: AMANDA DWI NURHALIZA
Date Deposited: 05 Sep 2025 14:36
Last Modified: 05 Sep 2025 14:36
URI: http://repository.upnvj.ac.id/id/eprint/39625

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