Snack Product Promotion Content on Instagram

Anne Ratnasari; Yusuf Hamdan; Aning Sofyan; Zulfebriges Zulfebriges; Mochamad Rochim

doi:10.2991/assehr.k.220407.111

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Snack Product Promotion Content on Instagram

Authors

Anne Ratnasari^*, Yusuf Hamdanyuyu@unisba.ac.id, Aning Sofyananing@unisba.ac.id, Zulfebriges Zulfebrigeszulfebriges@unisba.ac.id, Mochamad Rochimmohammad.rochim@unisba.ac.id

Faculty of Communication, Universitas Islam Bandung, Bandung, Indonesia

^*Anne.ratnasari@unisba.ac.id

Corresponding Author

Anne Ratnasari

Available Online 23 April 2022.

DOI: 10.2991/assehr.k.220407.111 How to use a DOI?
Keywords: promotional content; culinary products; MSME business actors; instagram; pandemic Covid 19
Abstract: One of the communities of business actors who are trying to survive in the conditions of the Covid 19 pandemic, namely MSME DAK 2020 which is in Bandung Regency. These MSME actors promote culinary products in the form of snacks through Instagram. This article is the result of research on Product Promotion Content on Instagram. The purpose of the study was to analyse the form of product sales promotion, types of product information, and inhibiting factors in product promotion and efforts to overcome them. The research method used is a case study. Data collection techniques in the form of literature study, in-depth interviews, and observation. The research informants are six business actors who are members of the DAK 2020 MSME business community. The results of this study found sales promotions in the form of discounts, free shipping, and giving bonuses to consumers who buy products in a certain amount, the types of product information in the form of education, entertainment, and reviews from consumers. The inhibiting factor in product promotion is that business actors lack knowledge in managing Instagram, and efforts to overcome this are by increasing the activity of business actors in participating in training on the use of Instagram as a product promotion media.
Copyright: © 2022 The Authors. Published by Atlantis Press SARL.
Open Access: This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title: Proceedings of the 4th Social and Humanities Research Symposium (SoRes 2021)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 23 April 2022
ISBN: 10.2991/assehr.k.220407.111
ISSN: 2352-5398
DOI: 10.2991/assehr.k.220407.111 How to use a DOI?
Open Access: This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

ris enw bib

TY  - CONF
AU  - Anne Ratnasari
AU  - Yusuf Hamdan
AU  - Aning Sofyan
AU  - Zulfebriges Zulfebriges
AU  - Mochamad Rochim
PY  - 2022
DA  - 2022/04/23
TI  - Snack Product Promotion Content on Instagram
BT  - Proceedings of the 4th Social and Humanities Research Symposium (SoRes 2021)
PB  - Atlantis Press
SP  - 539
EP  - 543
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220407.111
DO  - 10.2991/assehr.k.220407.111
ID  - Ratnasari2022
ER  -

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