The Effectiveness of Ruangguru Instagram Account Message as Digital Marketing Communication

Authors

  • Kartini Rosmalah Universitas Islam 45
  • Shinta Agustianingrum Universitas Islam 45

DOI:

https://doi.org/10.37826/spektrum.v9i2.124

Keywords:

Effectiveness Of Message, Instagram, Digital Marketing Communication, industry creative

Abstract

The phenomenon of marketing communications in  digital marketing can be used for many parties that run the business world.one of them is considered by industry creative in the field of education, namely ruangguru. One of popular social media that have a role in digital marketing communication is instagram. Instagram is considered capable of displaying messages to be conveyed by the businessman. This study discusses the effectiveness of picture messages and text on the instagram account @ruangguru in digital marketing communication. This research using quantitative methods of content analysis descriptive and theory of digital marketing communication and theory of an effective message according to kotler. The results of the research show that the message of the image and text on the instagram account @ruangguru the whole criteria of the message image and text are effective. With effective implementation of picture messages and texts, opportunities ruangguru to increase the interest of consumers to buy increasingly high, from the side of the search engine optimization (seo) the better. So it is very important to understand the content and form of messages that address the needs and interests of consumers. Suggestions for further research, in order to expand research by using marketing communication strategy theory with qualitative methods in order to hold the aspect of research in the perspective of the Instagram account owner.

References

Aditya, Wahana. (2018). Penerapan Media Sosial Berbasis Foto Instagram Sebagai Media Pemasaran Digital Berbasis Darling. Universitas PGRI Yogyakarta.

A.M,Morissan. (2010). Periklanan komunikasi pemasaran terpadu. Jakarta:Penerbit Kencana.

Amiranti, Cahyu Cantika. (2017, Februari 17). Maaf... Tanpa Konten yang Bagus, "Iklan Digital" Anda Ditinggalkan!. Kompas.com.Diakses pada 1 maret 2020, dari

https://money.kompas.com/read/2017/02/17/200909126/maaf.tanpa.konten.yang.bagus.iklan.digital.anda.ditinggalkan.

Ayun, Ronna Qurrata. (2020, Maret 2020). Ruangguru. Diakses pada 28 Maret 2020, darihttps://www.tribunnewswiki.com/2020/03/15/ruangguru

Asosiasi Penyelenggara Jasa Internet Indonesia.

(2019). Hasil Survei Penetrasi dan Perilaku Pengguna Internet Indonesia 2018. Jakarta: Asosiasi Penyelenggara Jasa Internet Indonesia.

Chaffey, Dave. (2015). Digital Businessand E-Commerce Management, Strategy, Implementation, and Practice. England: Pearson Education Limited

Creeber, G. and Martin, R., (ed). (2009). Digital Cultures: Understanding New Media. Berkshire England: Open University Press.

Donni, Juni Priansa. (2017). Komunikasi Pemasaran Terpadu Pada Era Media Sosial. Bandung: CV Pustaka Setia.

Eriyanto. (2011). Analisis isi: Pengantar Metodelogi Untuk Penelitian Ilmu Komunikasi dan Ilmu-Ilmu Sosial Lainnya. Jakarta: Kencana Prenada Media Group.

Hartini, Sri. (2017). Analisis Pesan Foto dan

Teks Akun Instagram @KULINERDISOLO yang Efektif dalam Mempromosikan Wisata Kuliner di KotaSolo. Institut Agama Islam Negeri Surakarta.

Kotler, Philip. (2002). Prinsip-prinsip Pemasaran Edisi kedua belas Jilid 2. Alih bahasa: Bob Sabran. Jakarta: Erlangga.

Kriyantono, Rachmat. (2006). Teknik PraktisRiset

Komunikasi. Jakarta: Kencana Prenada media Group.

McQuail, Dennis. (2011). Teori Komunikasi

Massa. Ahli bahasa : Putri Iva Izzati. Jakarta: Salemba Humanika.

Prisylia, M. E. (2020). Instagram Display @starbucksindonesia : Consumption Society Stimuli On Starbucks Central Park Mall. Jurnal Spektrum Komunikasi, 8(1), 78-93. https://doi.org/10.37826/spektrum.v8i1.66

Sukma Alam. (2020). the Role of Influencer as Persuasive Communication for Covid-19 Prevention. Jurnal Spektrum Komunikasi, 8(2), 136-148. https://doi.org/10.37826/spektrum.v8i2.106

Utami, Mayrisa Anggun, Martha Tri Lestari, dan

Berlian Prima Dani Satria Putri. (2016).

Analisis Strategi KomunikasiPemasaran

SMB TELKOM UNIVERSITY Tahun 2015/2016

melalui Media Sosial Instagram. Jurnal

Sosioteknologi, 15 (2), 309 – 318. doi:

http://dx.doi.org/10.5614%2Fsostek.itbj.2016.15

.02.13

Yasundari. (2016). Hubungan Penggunaan Instagram Dengan Motivasi Wirausaha Pebisnis Daring (Online) Dalam Meningkatkan Produktivitas. Jurnal Kajian Komunikasi, 4 (2), 209-218. doi: 10.24198/jkk.vol4n2.8

Wulandari, A. A. (2018). STRATEGI PUBLIC RELATIONS MEMPROMOSIKAN PRODUK PERUSAHAAN. In SEMINAR NASIONAL (p.

Downloads

Published

2021-12-27

How to Cite

Kartini Rosmalah, & Agustianingrum, S. . (2021). The Effectiveness of Ruangguru Instagram Account Message as Digital Marketing Communication. Jurnal Spektrum Komunikasi, 9(2), 162–179. https://doi.org/10.37826/spektrum.v9i2.124