Efektivitas Media Sosial Instagram sebagai Media Promosi Batik Solo “Inasinul”

Abstract

Instagram as a social media is used by Batik “Inasinul” to promote their product. The purpose of this study was to analyze the effectiveness of promotional products Batik "Inasinul" via instagram. Another aim is to analyze the factors related promotional effectiveness batik "Inasinul". This study uses a survey supported by quantitative data and qualitative form of an online questionnaire in the form of interviews with business owners as an informant. The results showed that social media instagram effective in stimulating attention, increase knowledge of the respondent will be marketed products, and changing attitudes of respondents from the stage of attention to the stage of interest . In addition, factors associated with the effectiveness of the promotion through the stages of attention, interest, desire, and action that promotional activities conducted via instagram and psychological factors consumers Batik "Inasinul"