Marketing Effectiveness Through Instagram in SME Rw 05 Made Village Surabaya

Riko Setya  Wijaya; Zumrotul  Fitriyah

doi:10.11594/nstp.2022.2412

Marketing Effectiveness Through Instagram in SME Rw 05 Made Village Surabaya

Authors

Riko Setya Wijaya Department of Development Economic Study Faculty of Economy and Business, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya 60294, Indonesia
Zumrotul Fitriyah Department of Development Economic Study Faculty of Economy and Business, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya 60294, Indonesia

DOI:

https://doi.org/10.11594/nstp.2022.2412

Keywords:

AIDA, promotion effectiveness, social media

Abstract

Developments in this new normal era, namely during the COVID-19 virus pandemic, one by one modern retail markets, large, micro, to small began to experience a decline in income. in this new normal. the impact of the rapid development of technology in this new normal era is the rise of digital marketing, especially Instagram. This study aims to analyze the effectiveness of promotions using Instagram media. Promotional effectiveness is measured by the AIDA concept (Attention, Interest, Desire, Action). The sample in this study was 35 active Instagram account owners who followed at least one account. Data analysis method using validity and reliability test of data and one-sample t-test. The results of the study reveal that by using Instagram, SME actors can market industrial products to increase economic needs in this new normal period, especially SME actors in RW 05 Made Surabaya. resulting industry.

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Published

15-05-2022

Conference Proceedings Volume

International Seminar of Research Month 2021

Section

Articles

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How to Cite

Wijaya, R. S. ., & Fitriyah, Z. . (2022). Marketing Effectiveness Through Instagram in SME Rw 05 Made Village Surabaya. Nusantara Science and Technology Proceedings, 2022(24), 65-69. https://doi.org/10.11594/nstp.2022.2412