THE MARKETING COMMUNICATION STRATEGY THROUGH INSTAGRAM CONTENT AS A PROMOTIONAL MEDIA FOR THE LESKU.ID ACCOUNT IN ATTRACTING THE INTEREST OF PROSPECTIVE TEACHERS IN DENPASAR CITY -
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Abstract
Abstract
Marketing communication strategy is very important in every marketing process because companies need proper strategic planning to reach an effective audience. Private tutoring service providers Lesku.id use the Instagram platform to market by uploading Instagram content in the form of videos or photos. This study uses a qualitative method with a descriptive approach. The theories used are Marketing Mix Theory (4P) and AIDDA Theory. The technique for determining informants uses purposive sampling and data collection is carried out through observation, interviews, and document studies. The results show that Lesku.id's marketing communication includes sponsored advertising, sales promotion, public relations through testimonials, personal selling, and direct marketing via Instagram DM. The marketing communication strategies applied include product, price, place, and promotion strategies through the Instagram Ads feature. The implications felt include the stages of Attention, Interest, Desire, Decision, and Action according to the AIDDA Theory.
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References
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