R, Michael Putra (2023) Pengelolaan Media Sosial Instagram Di Kalangan Pelaku Usaha Muda Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

INSTAGRAM SOCIAL MEDIA MANAGEMENT AMONG YOUTH ENTREPRENEURS IN PEKANBARU CITY MICHAEL PUTRA R 179110188 Indonesia is one of the countries that is active in terms of using social media. One of the media that is widely used as a means of promotion and can be used to market products with various images, videos and narratives and can reach a wider community is Instagram. Ease of finding information and insight into entrepreneurship supports an increase in the number of entrepreneurs, especially in the city of Pekanbaru. Currently, there are 15,126 MSMEs (Middle, Small and Micro Enterprises) in Pekanbaru City. This study aims to find out how Instagram social media is managed among young entrepreneurs in Pekanbaru City and whether Instagram is an effective marketing communication medium to get consumers. The research approach used in this research is qualitative with data collection techniques of observation, interviews, and documentation. The results of this study are that Instagram management is carried out by each online shop by utilizing Instagram features such as bio, feed posts, highlights, insta stories, and also captions as a medium for providing product and shop information. In practice, the five online shops carry out their strategy according to the AIDDA model. The impact of Instagram management accompanied by holding marketing communications has proven to be able to increase the number of buyers from the five online shops.

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