ANALISA KOMUNIKASI PEMASARAN INTERAKTIF MELALUI INSTAGRAM RESTORAN MADAME CHANG DAN HUBUNGANNYA DENGAN RESPON KONSUMEN

Olivia Elvetta, Anneke Suryabi, regina joko

Abstract


Abstrak – Tujuan Penelitian ini dilakukan untuk menganalisa komunikasi pemasaran interaktif dan hubungannya dengan respon konsumen melalui instagram restoran Madame Chang. Penelitian ini menggunakan metode kuantitatif dengan jumlah 406 responden didapat dari followers @madame_chang. Teknik analisis menggunakan Customer Response Index untuk mengetahui respon konsumen terhadap komunikasi pemasaran interaktif di Instagram @madame_chang yang didukung menggunakan teori 4C media sosial yang terdiri dari Context, Communication, Collaboration, dan Connection. Hasil penelitian menunjukkan bahwa adanya persepsi yang baik dari followers Instagram @madame_chang. Hasil nilai Customer Response Index sebesar 59.3%. Terdapat hubungan antara komunikasi pemasaran interaktif dengan respon konsumen melalui Instagram @madame_chang.

Kata Kunci: Media Sosial, Instagram, Respon Konsumen, Komunikasi Pemasaran Interaktif

 

Abstract - This research aims to analyse the interactive marketing communication and its relation with consumer response through Madame Chang restaurant’s instagram. This research uses quantitative methods with 406 respondents which are from the followers of @madame_chang. The analysis technique is using Customer Response Index as a tool to find the stage of consumer response to interactive marketing communication in @madame_chang’s instagram which supported by the theory of 4Cs in running social media that consists of Context, Communication, Collaboration, and Connection. Research shows there is a good perception from @madame_chang’s followers. The results of Customer Response Index’s score 59.3%. There is a relationship between interactive marketing communication and consumer response through Instagram @madame_chang.

Keywords : Social Media, Instagram, Consumer Response, Interactive Marketing Communication


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References


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