Utilization Instagram as a Marketing Communication Media in the Covid-19 Pandemic

A Case Study: Oppa Akademi Korean Language Course Institute

DOI

10.2991/assehr.k.210430.030How to use a DOI?

Keywords

Marketing communication, mix promotion, Instagram

Abstract

This study aims to determine the use of social media Instagram as a marketing communication medium carried out by the informal Korean language course institute, Oppa Akademi, located in Kebayoran Baru, South Jakarta. Given the Covid-19 Pandemic, which must change all activities to be online-based, including Korean language lessons at the Oppa Akademi. Besides, the purpose of this study is also to see the application of Instagram, advertising, sales promotion, and the application of internet marketing by Oppa Akademi. The method used is a descriptive qualitative approach. The data sources in this study were the CEO of Oppa Akademi, marketing staff, and one of the tutoring participants at Oppa Akademi. Data techniques through in-depth interviews, frank or covert observation, and documentation. Through the use of Instagram social media, communication becomes effective by carrying out advertising, sales promotion, and internet marketing, as well as the impact of increasing the number of Korean language tutors at Oppa Akademi

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuan Ryanta Hartoyo
AU  - Onny Fitriana Sitorus
PY  - 2021
DA  - 2021/05/03
TI  - Utilization Instagram as a Marketing Communication Media in the Covid-19 Pandemic
BT  - Proceedings of the 1st Annual International Conference on Natural and Social Science Education (ICNSSE 2020)
PB  - Atlantis Press
SP  - 194
EP  - 198
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210430.030
DO  - 10.2991/assehr.k.210430.030
ID  - Hartoyo2021
ER  -