KOMUNIKASI PEMASARAN BISNIS KULINER MENGGUNAKAN MEDIA SOSIAL INSTAGRAM DI ERA COVID 19

Abstract

Culinary Business Marketing Communication Using Instagram Social Media in the Covid 19 Era (Case Study at Bakso Boedjangan Semarang). The purpose of this study is to determine the marketing carried out through Instagram to increase sales. The traditional marketing strategy is different from the modern strategy which uses a lot of social media, especially Instagram, which is currently starting to have a lot of users. The pandemic period hit the economy in Indonesia, making Semarang Boedjangan Bakso Culinary experience a decline in income. Through the media Instagram is expected to increase the amount of revenue due to the impact of Covid 19. Instagram as a social media is not only displaying photos and videos, location addresses and short profiles can be displayed through business accounts available on Instagram. This type of research data uses primary data and secondary data using a qualitative research design. In this study, the number of informants (1 Manager & 2 Employees) The sample used was purposive sampling. Data collection was carried out by interview, and observation, and a combination of the three. To get credibility in qualitative research, this study uses the triangulation method by testing the credibility of the data by checking the data that has been obtained. It is known that promotion using Instagram is very effective in attracting consumers. Through the discounts offered, many consumers respond quickly and the availability of raw materials is directly purchased by consumers.