Skripsi

STRATEGI KOMUNIKASI PEMASARAN LIGHT RAIL TRANSIT (LRT) SUMSEL MELALUI MEDIA SOSIAL INSTAGRAM

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Penilaian

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This study found that the majority of people do not use South Sumatra's Light Rail Transit (LRT) due to limited routes and networks, causing a lack of LRT stations in their neighborhoods. As a result, they prefer other transportation options such as online ojek, angkot, and city buses. However, public interest in using LRT is quite high, as evidenced by the increasing number of passengers each year. The research used a qualitative method with a focus on the @lrtsumselofficial Instagram account. Data was collected through interviews, observation, and documentation. Data analysis involved data condensation, data presentation, and conclusion drawing techniques. The research also discussed the marketing strategy of South Sumatra LRT on Instagram, including target audience identification, content planning, and content types such as sub-utilization, sub-business, and sub-maintenance. Consistency and liveliness in posts are also considered important in the marketing strategy. This study found that the success of the marketing strategy on Instagram through the implementation of the LRT marketing communication strategy on social media, starting with preparation and followed by content evaluation according to the company's Standard Operating Procedure (SOP). Keywords: South Sumatera LRT (Light Rail Transit), Social Media Instagram, Strategi Pemasaran

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407001305	T140233	T1402332023	Central Library (References)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1402332023

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik., 2023

Collation

xiv, 117 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

006.754 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Ilmu Komunikasi
Media Sosial Instagram

Specific Detail Info

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Statement of Responsibility

KA

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