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- W4320714892 abstract "Abstract. Along with the development of the times, science, technology, to the profession also developed. Social media is a new thing that must be considered when carrying out marketing and advertising strategy activities. Social media refers to a place where content, opinions, viewpoints and media can be directly shared with others. In this case, Instagram social media plays an important role in promoting the product. In this situation, a third party appears which is commonly referred to or known as an influencer. The purpose of this study is to find out the use of influencers in marketing communication activities on Instagram @Geoff Max. The paradigm used in this study is the constructivism paradigm which is a paradigm of reality or truth. The method used in this study is qualitative because researchers directly go into the field to find out the process of digital marketing communication activities through influencer marketing programs. Using a case study approach because it has a unique value, namely, the selection of social media influencers as a marketing communication tool. This research was conducted on Geoff Max's marketing department and Geoff Max's Instagram social media.
 Abstrak. Seiring perkembangnya zaman, ilmu pengetahuan, teknologi, hingga profesi pun berkembang. Media sosial merupakan hal baru yang harus diperhatikan ketika akan melakukan kegiatan strategi pemasaran dan periklanan. Media sosial merujuk pada sebuah tempat dimana konten, opini, sudut pandang dan media dapat lansgung dibagikan kepada orang lain. Dalam hal tersebut media sosial Instagram mengambil peran penting dalam mempromosikan produk. Pada situasi ini, pihak ketiga bermunculan yang biasa disebut atau dikenal dengan istilah influencer. Tujuan dari penelitian ini ingin mengetahui penggunaan influencer dalam kegiatan komunikasi pemasaran di Instagram @Geoff Max. Paradigma yang digunakan pada penelitian ini yaitu paradigma konstruktivisme yang merupakan paradigma bersifat realita atau kebenaran. Metode yang digunakan pada penelitian ini adalah kualitatif karena penelti secara langsung terjun ke lapangan untuk mengetahui proses kegitan komunikasi pemasaran digital melalui program influencer marketing. Menggunakan pendekatan studi kasus karena memiliki nilai unik yaitu, pemilihan sosial mediainfuencer sebagai alat komunikasi pemasaran. Penelitian ini dilakukan pada bagian marketing Geoff Max dan media sosial Instagram Geoff Max." @default.
- W4320714892 created "2023-02-15" @default.
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- W4320714892 date "2023-01-28" @default.
- W4320714892 modified "2023-10-05" @default.
- W4320714892 title "Penggunaan Influencer dalam Kegiatan Komunikasi" @default.
- W4320714892 doi "https://doi.org/10.29313/bcscm.v3i1.5621" @default.
- W4320714892 hasPublicationYear "2023" @default.
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