Analisis Aktivitas Komunikasi Pemasaran Sooltanpay PT. Telkom Indonesia Di Platform Instagram
Abstract
The phenomenon of digital integrated payments is starting to be widely used by MSMEs in Indonesia. This is motivated
by the pattern of activities of the Indonesian people who are now increasingly adaptive to online shopping and
transacting activities. Of course, this phenomenon is well utilized by the organizers of digital payment applications,
one of which is SooltanPay owned by PT. Telkom Indonesia Tbk. Even though it is relatively new, the existence of
SooltanPay as a digital payment provider application is starting to know a lot, especially on the Instagram platform,
this is certainly inseparable from the broadcast marketing communication. Through this, this research aims to
research marketing communication activities carried out by SooltanPay on Instagram social media. Research is
carried out with qualitative, descriptive methods with data collection through interview, observation, and
documentation techniques and analyzed through Miles and Hubberman analysis techniques. The results of the study
found that the marketing communication activities carried out by SooltanPay were appropriate even though it was
found that the electronic word of mouth spread on this brand was negative. It is also related to the comments available
on SooltanPay's Instagram.
Keywords-Integrated Marketing Communication, Digital Payment Applications, Instagram
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