Strategi Komunikasi Pemasaran Pengusaha Bisnis Pengolahan Pisang Crunchy Banugget Medan pada Media Sosial Instagram

Abstract

This study aims to find out how the marketing communication strategy used by the businessman processing the Banana Crunchy Banugget Medan by using Instagram social media as a medium in its marketing. Data and information obtained by using interview techniques to informants both primary informants and secondary informants. The interview technique used in this study is expected to be able to answer how marketing communication strategies are used in Instagram social media. The conclusions from the results of this study are the strategies used by Crunchy Banugget Medan by using features found in social media Instagram and using celebrity services in introducing their products, inviting consumers, influencing and convincing consumers, reminding them, and getting feedback or responses from consumers which uses social media instagram and is associated with the macro communication model proposed by Philip Kotler and Kevin Lane Keller. The implementation of the strategy carried out by Crunchy Banugget Medan using Instagram social media was very encouraging because sales were increasing and made Medan's Crunchy Banugget easier to market its products to the wider community compared to before using this marketing communication strategy using Instagram social media.