Content Analysis of Digital Marketing Governor of Central Java’s Instagram: ‘Lapak Ganjar’

DOI

10.2991/978-2-494069-77-0_44How to use a DOI?

Keywords

Digital Marketing; Instagram; Content Analysis

Abstract

Social media is the development of internet-based technology that allows users to interact directly. One type of popular social media is Instagram. Today regional leaders use social media as a means to display their political image, community closeness, and programs as a leader. This research will specifically try to analyze the digital marketing of the Governor of Central Java, Ganjar Pranowo, using Instagram as a means to promote the products of his community Small and Medium Enterprise (SME). The purpose of this research was to analyze the content of the Governor’s Instagram related to digital marketing in promoting SME entitled ‘Lapak Ganjar’. This research is a descriptive quantitative research with content analysis approach. The result indicate that there are different themes in each of ‘Lapak Ganjar”s uploads, namely general, food or drinks, clothes, crafts, services, tools, and contests. The targets not only SME of Central Java, but also intended for SME in East Java, Yogyakarta, West Java, Bali, DKI Jakarta, Banten, Lampung, South Sumatra, and North Sumatra. This shows that The Governor is doing digital marketing with an effort to increase business interactivity with technology-dependent customers; an electronic dialogue to provide access to information to customers, and efforts to increase sales acceleration through Instagram. He also performs a promotional function, information and persuading. Thus, he utilizes Instagram so that he can carry out promotions that are more cost-effective and efficient, can reach all groups, can be used as promotional media, and can increase Instagram user’s interest.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mujawaroh Annafi
AU  - Sri Hastjarjo
AU  - Ign. Agung Satyawan
PY  - 2022
DA  - 2022/12/30
TI  - Content Analysis of Digital Marketing Governor of Central Java’s Instagram: ‘Lapak Ganjar’
BT  - Proceedings of the 7th International Conference on Social and Political Sciences (ICoSaPS 2022)
PB  - Atlantis Press
SP  - 317
EP  - 323
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-77-0_44
DO  - 10.2991/978-2-494069-77-0_44
ID  - Annafi2022
ER  -