Analisis Kegiatan Komunikasi Pemasaran Tim Smb Telkom University Melalui Instagram Live Di Masa Pandemi Covid-19

Aprilia Sekar Nuraini, Indra Novianto Adibayu Pamungkas

Abstract

Abstract

The phenomenon of the Covid-19 pandemic has resulted in the imposition of restrictions on face-to-face activities that have an impact on various sectors. One of them is in the education sector with its marketing activities. The marketing communication activities of the Telkom University SMB underwent a total change from offline to online. This study aims to describe how the marketing communication activities of the Telkom University SMB team through Instagram live during the Covid-19 pandemic. The research method used is descriptive interpretive method with qualitative data analysis Miles and Huberman. Data collection techniques through interviews and documentation. In the message strategy, there is no change in the information content. The contents of the communication information conveyed are in the form of selection paths, study programs, facilities, achievements, sharing experiences of Telkom University. Packaged in a creative form of a message that combines a rational and emotional approach. In the media strategy, the SMB Telkom University selected media by choosing Instagram live as a medium for marketing communication activities during the pandemic. Determination of time, day and location standards was carried out by the SMB Telkom University as an effort to knowing consumer gap. Keywords: Marketing Communication, Education, Instagram Live, Covid-19

Abstrak

Fenomena pandemi Covid-19 mengakibatkan diberlakukannya pembatasan kegiatan tatap muka yang berdampak pada berbagai sektor. Salah satunya pada sektor pendidikan dengan kegiatan pemasarannya. Kegiatan komunikasi pemasaran tim SMB Telkom University mengalami perubahan total dari offline menjadi online. Penelitian ini bertujuan untuk mendeskripsikan bagaimana kegiatan komunikasi pemasaran tim SMB Telkom University melalui live Instagram di masa pandemi Covid-19. Metode penelitian yang digunakan adalah metode deskriptif interpretatif dengan analisis data kualitatif Miles dan Huberman. Teknik pengumpulan data melalui wawancara dan dokumentasi. Dalam strategi pesan, tidak ada perubahan isi informasi. Isi informasi komunikasi yang disampaikan berupa jalur seleksi, program studi, fasilitas, prestasi, sharing experience selama berkuliah di Telkom University. Dikemas dalam bentuk pesan yang kreatif yang memadukan pendekatan rasional dan emosional. Dalam strategi media, tim SMB Telkom University melakukan pemilihan media dengan memilih Instagram live sebagai media kegiatan komunikasi pemasaran di masa pandemi. Penetapan standar waktu, hari dan lokasi dilakukan oleh tim SMB Telkom University sebagai upaya untuk mengetahui celah konsumen. Kata Kunci: Komunikasi Pemasaran, Pendidikan, Instagram Live, Covid-19.

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