ANALISIS PENERAPAN SOCIAL MEDIA MARKETING INSTAGRAM PADA HOTEL HORISON PALMA PANGANDARAN MENGGUNAKAN FRAMEWORK DRAGONS

Authors

  • Nur Iman Firmansyah Universitas Padjadjaran
  • Arianis Chan Universitas Padjadjaran
  • Raden Ratna Meisa Dai Universitas Padjadjaran

DOI:

https://doi.org/10.34127/jrlab.v13i3.1169

Keywords:

DRAGONS Framework, Social Media Marketing, Connecting

Abstract

Hotel Horison Palma Pangandaran is a company engaged in the hotel industry. This research aims to obtain information and a real picture of how to implement  the Instagram social media marketing strategy at the Horison Palma Pangandaran Hotel. The research method used is qualitative descriptive which explains descriptively how to implement  the Instagram social media marketing strategy  carried out by Hotel Horison Palma Pangandaran. The data collection technique of this study is through interviews with 6 informants, documentation and literature studies, source triangulation, and using the DRAGONS framework analysis. The results of this study show that the company in implementing the dimensions  of content creation, content sharing, and community building has been running well. Meanwhile,  the connecting dimension  still experiences several obstacles that can be repaired and maximized by the Horison Palma Pangandaran Hotel.

Author Biographies

Nur Iman Firmansyah, Universitas Padjadjaran

Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik,

Arianis Chan, Universitas Padjadjaran

Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik,

Raden Ratna Meisa Dai, Universitas Padjadjaran

Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik,

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Published

2024-09-18

Issue

Vol. 13 No. 3 (2024): JURNAL LENTERA BISNIS, SEPTEMBER 2024

Section

JURNAL LENTERA BISNIS

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