THE ROLE OF SYMBOLIC INTERACTION IN THE PLANNING OF MARKETING COMMUNICATION THROUGH SOCIAL MEDIA (A CASE STUDY OF INSTAGRAM @KULINERTANJUNGPINANG)

Abstract

Marketing is essential for a company to achieve specific goals. Marketing communication planning is not spared from communication with links between communicants to build interaction and meaning or symbolic interaction. The development of technology and information today requires entrepreneurs to develop marketing strategies in a more modern direction most effectively and efficiently as much as possible. Therefore, internet-based marketing has grown into a popular modern marketing strategy. One of the internet-based platforms often used by business people to promote their products is social media, such as Instagram. @kulinertanjungpinang is an example of an Instagram account that is often a place for marketing. This research was conducted to examine the role of symbolic interactions in marketing communication planning through the @kulinertanjungpinang Instagram account. In this marketing research, symbolic interaction and communication become interrelated so that each other must work together to facilitate marketing communication. This study uses the symbolic interaction theory of Marketing Communication Planning and the concept of Instagram. The approach used in this study is qualitative research with case study strategies. Data collection involves in-depth interview techniques, documentation, and direct observation. In this study, there was an interaction in the @kulinertanjungpinang marketing process because of the interaction and marketing communications planning that reached consumers to advertise on the account.