EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL  SEBAGAI ALAT PROMOSI DI ERA GEN Z  (Studi Kasus Pengguna Instagram di Kabupaten Pringsewu)

Dedi Irawan; Ahmad Syarifudin

doi:10.56327/signaling.v14i1.1808

EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL SEBAGAI ALAT PROMOSI DI ERA GEN Z (Studi Kasus Pengguna Instagram di Kabupaten Pringsewu)

Dedi Irawan⁽¹⁾, Ahmad Syarifudin⁽²⁾,

(1) Prodi Manajeman Pendidikan Islam, STIT Pringsewu, Lampung
(2) Program Studi Manajemen Pendidikan Ilam STIT Tanggamus

Corresponding Author

Abstract

This study aims to analyze the effectiveness of promotions through Instagram in increasing purchase decisions among Gen Z in Pringsewu. This study uses a qualitative approach with a case study method on Instagram users in Pringsewu. The research results show that Instagram is a highly effective promotional platform in increasing Gen Z's purchasing decisions in Pringsewu. The main factors influencing its effectiveness include content quality, the use of influencers, the level of interaction with consumers, and the utilization of Instagram Ads. An optimized digital marketing strategy will help build brand loyalty among Gen Z in Pringsewu. Thus, Instagram can become a highly effective tool in strengthening brand awareness and increasing sales in Pringsewu.

Keywords

Effectiveness, Social Media, Promotion, Gen Z

References

Arinia, Nutfah, & Jawa. (2024). Inovasi Jurnal Pengabdian Masyarakat 2 no. https://publications.id/index.php/ijpm/article/view/606

Aris, Fery, & Irjus. (2021). Strategi Pemasaran UMKM di masa pandemi. https://stmikdharmapalariau.ac.id/ojs/index.php/repository/article/view/602/351

Asnaini, Kustin, & Label. (2021). JAlif Jurnal Penelitian Hukum Ekonomi Syariah dan Budaya Islam 6 no. https://journal.lppm-unasman.ac.id/index.php/jalif/article/view/2135

Datta. (n.d.). PhD diss. http://e-journal.uajy.ac.id/id/eprint/25873

Edy, Fadhel, Muhamad, Rikar, & Tri. (2025). Transformasi Journal of Economics and Business Management 4 no. https://jurnal2.untagsmg.ac.id/index.php/Transformasi/article/view/2519

Hayana. (n.d.). PhD diss. http://repository.iainpare.ac.id/id/eprint/2142/

Hery, & Diky. (2024). Innovative Journal Of Social Science Research 4 no. http://j-innovative.org/index.php/Innovative/article/view/16477

Ilham, Apifah, & Muhammad. (2024). Jurnal Inovasi Hukum dan Kebijakan 5 no. https://ejurnals.com/ojs/index.php/jihk/article/view/412

Margana. (n.d.). PhD diss. https://digilib.uinsgd.ac.id/97612/

Muhammad. (n.d.). PT. Sonpedia Publishing Indonesia. https://books.google.com/books?hl=en&lr=&id=mmOqEAAAQBAJ&oi=fnd&pg=PP1&dq=Studi+oleh+Statista+(2023)+menunjukkan+bahwa+lebih+dari+70%25+Gen+Z+di+Indonesia+mengandalkan+media+sosial,+khususnya+Instagram,+untuk+mendapatkan+rekomendasi+pro&ots=GtPlAcOuyE&sig=BNgzXZP2_tmOn2NmhOHesD8RVeE

Mulkan, Ria, & Rahma. (2024). Jurnal Ilmiah Ekonomi Global Masa Kini 15 no. https://ejournal.uigm.ac.id/index.php/EGMK/article/view/4242

Nur, & Dhyah. (2024). Jurnal Rumpun Manajemen dan Ekonomi 1 no. https://www.ejurnal.kampusakademik.co.id/index.php/jrme/article/view/1791

Nuthfa, & Meci. (2024). Jurnal Ekonomi Akuntansi Manajemen Agribisnis 2 no. http://jurnal.faperta-unras.ac.id/index.php/JUREKMA/article/view/318

Panji, Arief, Harnavela, Hana, Andina, & Teti. (2023). Komversal 5 no. http://jurnal.plb.ac.id/index.php/komversal/article/view/1499

Pramesthi. (2021). Jurnal Ilmu Komunikasi 19 no. https://pdfs.semanticscholar.org/8564/e7bbdfa5c0afce6f4f3b67f115fb8ef7951b.pdf

Putri, Fahrunnisa, vol., & no. (n.d.). 213230. http://conference.uts.ac.id/index.php/Student/article/view/431

Putri. (n.d.). PhD diss. http://repository.unpas.ac.id/70789/

R., Siti, & Sofia. (2024). Efektivitas Penggunaan Media Sosial Dalam Pemasaran Bagi Generasi Z. https://ojs.unida.ac.id/al-kaff/article/view/14140

Rini, & Nurul. (2020). Psychopolytan Jurnal Psikologi 3 no. https://digilib.esaunggul.ac.id/public/UEU-Undergraduate-34039-LAMPIRAN.Image.Marked.pdf

Ruth, Marthen, Yulian, Sanny, & Feliks. (2024). AKUNTANSI 45 5 no. https://jurnaluniv45sby.ac.id/index.php/akuntansi/article/view/2428

Sukron, Kisanda, & Ali. (2024). Jurnal Ekonomi Syariah Pelita Bangsa 9 no. https://www.journal.lppmpelitabangsa.id/index.php/jespb/article/view/1912

Syafira. (n.d.). Analisis Sentimen Dampak Perkembangan Artificial Intelligence Ai Pada Media Sosial Twitter Menggunakan Metode Support Vector Machine dan Lexicon Based. https://repository.uinjkt.ac.id/dspace/handle/123456789/73414

Tassah, & Iva. (2024). Syntax Idea 6 no. https://jurnal.syntax-idea.co.id/index.php/syntax-idea/article/view/4462

Tatang, Aziz, Feby, Flavia, Inggit, & M. (2021). Jurnal Kepariwisataan Destinasi Hospitalitas dan Perjalanan 5 no. https://journal.poltekpar-nhi.ac.id/index.php/jk/article/view/408

Teri, Apriyandi, Supriadi, & Kamariah. (2024). YUME Journal of Management 7 no. https://www.journal.stieamkop.ac.id/index.php/yume/article/view/6895

Tri. (n.d.). MODEL KOMUNIKASI PEMASARAN FOCUSFIT DALAM MEMPROMOSIKAN PROGRAM MELALUI MEDIA SOSIAL INSTAGRAM 9. http://repository.uin-suska.ac.id/85015/1/SKRIPSI%20GABUNGAN.pdf#page=25

Wardani. (n.d.). Cecep Castrawijaya MA. https://repository.uinjkt.ac.id/dspace/handle/123456789/73079

Waruwu. (2024). Afeksi Jurnal Penelitian Dan Evaluasi Pendidikan 5 no. https://pdfs.semanticscholar.org/8de8/be521b4102a42c318fec3d4ec4dcd375ff94.pdf

Widya, Emi, Della, Nazmi, Nur, & Bagus. (2024). Journal on Education 6 no. https://pdfs.semanticscholar.org/601a/cc4662a4f517ab6ddf0402ff4d1aa0ebf002.pdf

Full Text: PDF