Komunikasi Pemasaran Virtual Komunitas di Media Sosial

Arrina Mayang F. Dilla Prista , Widodo Agus Setianto

2017 | Skripsi | Ilmu Komunikasi

ABSTRACT The development of social media and communication technology derives the formation of various social groups such as virtual communities. Community in virtual context comes up and develops from social media and the existence of the community depends and is based on that social media. The way a virtual community lives and exists based on social media is a phenomenon that became the background of this research. This research takes Instanusantara, a social entity that has a goal growing its existance in virtual environment, as the object. Instanusantara is a virtual community which was born and grow up based on Instagram, a social media platform that has mostly visual contents sharing feature. The attempt of this community to grow up in that platform is applied by the virtual marketing communication that has a goal of creating particular community’s values towards its target (its audience, followers, and members) in Instagram. Based on that background, this research has an objective to elaborate the marketing communication activities of Instanusantara in Instagram by using case study qualitative research method. The result of this research is explained and analyzed by creating explanation construction of Instanusantara’s virtual marketing communication in developing its community using the elements of virtual marketing in social media. Keywords: virtual marketing communication, virtual community, social media

Kata Kunci : Komunikasi Pemasaran: Media Sosial