Keberlanjutan Bisnis Di New Normal Dengan Instagram Marketing

Rachmasari, Devi (2024) Keberlanjutan Bisnis Di New Normal Dengan Instagram Marketing. Jurnal Bisnis Perspektif (BIP’s), 16 (1). pp. 41-52. ISSN 1979-4932; e-ISSN 2715-2596

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Abstract

The new normal conditions that are facing the business world where economic conditions have not yet fully recovered have forced business players to think of new strategies so that consumers continue to choose their company's products/services thus their business can continue to operate. This situation made the author is interested in conducting a study at a language institute where the author conducted her research, how the language institute was able to survive during the pandemic, the new normal until now when economic conditions were declining. Thus, the author aims to study the implementation of Instagram marketing strategy by the language institute to survive. This research uses a qualitative descriptive method with a case study approach at a language institution in Surabaya. The data used was taken from March 2019 to mid-2022. The author obtained this data by participant observation, in-depth interviews with 10 permanent employees and teachers and also document analysis. The data was then triangulated to obtain validity. From the results of the research analysis, the author sees that the choice of Instagram marketing was made because social media now can reach a wider community wherever and whenever and also the target market for the institution is young people who currently use social media a lot, especially Instagram. Indeed, the thematic use of Instagram content that fit with the product/services provided at the Language Institute as well as the use of Instagram tools in feeds and stories that are tailored to the preferences of the Language Institute's account followers, has proven to be effective in establishing interactive communication so that the number of the language Institute consumers has increased, in other words the institution can still make a profit.

Item Type:	Article
Uncontrolled Keywords:	business sustainability, social media marketing, instagram marketing, new normal
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Polytechnic > Diploma in Foreign Business Language
Depositing User:	Ester Sri W. 196039
Date Deposited:	07 Mar 2025 04:57
Last Modified:	07 Mar 2025 04:57
URI:	http://repository.ubaya.ac.id/id/eprint/48144

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