EFEKTIVITAS PROMOSI MENGGUNAKAN FOOD PHOTOGRAPHY DALAM MENINGKATKAN SOCIAL MEDIA ENGAGEMENT (Survei Pada Pengguna Jasa Food Photography di Kota Bekasi)

Mega Dian Safitri, - (2022) EFEKTIVITAS PROMOSI MENGGUNAKAN FOOD PHOTOGRAPHY DALAM MENINGKATKAN SOCIAL MEDIA ENGAGEMENT (Survei Pada Pengguna Jasa Food Photography di Kota Bekasi). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Foto produk menjadi aspek penting dalam kegiatan promosi di Instagram karena Instagram merupakan platform media sosial yang berfokus pada konten visual. Foto produk yang berkualitas tinggi dan diambil secara profesional dibutuhkan untuk menghasilkan engagement yang lebih tinggi. Hal tersebut dapat diperoleh dengan menggunakan jasa food photography. Penelitian ini bertujuan untuk mengetahui aspek terbesar yang menjadi pertimbangan dalam memilih jasa food photography, menganalisis tingkat efektifitas penggunaan food photography dalam meningkatkan social media engagement, serta mengetahui peningkatan social media engagement pada unggahan foto produk yang menggunakan food photography menggunakan metode deskriptif dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling sebanyak 100 orang dengan kriteria pelaku usaha kuliner di Kota Bekasi, menggunakan media sosial Instagram sebagai media promosi, dan pernah menggunakan jasa food photography. Teknik analisis data yang digunakan adalah analisis deskriptif, analisis tabulasi sederhana dan skor rata-rata terbobot. Berdasarkan hasil penelitian dapat diambil kesimpulan bahwa aspek terbesar yang menjadi pertimbangan pelaku usaha kuliner dalam memilih jasa food photography adalah dimensi assurance, efektivitas promosi menggunakan food photography tergolong sangat efektif dalam meningkatkan social media engagement, serta peningkatan social media engagement pada unggahan foto produk di Instagram pelaku usaha kuliner yang menggunakan food photography tergolong tinggi. Product photos are an important aspect of promotional activities on Instagram because Instagram is a social media platform that focuses on visual content. High quality and professionally taken product photos are needed to generate higher engagement. This can be obtained by using food photography services. This study aims to determine the biggest aspect that are considered in choosing food photography services, to analyze the level of effectiveness of using food photography in increasing social media engagement, and to find out the increase in social media engagement in product photo uploads that use food photography using descriptive methods with a quantitative approach. The sampling technique used was purposive sampling as many as 100 people with the criteria of culinary business entrepreneurs in Bekasi City, using Instagram as a promotional medium, and had used food photography services. The data analysis technique used is descriptive analysis, simple tabulation analysis and weighted average score. Based on the results of the study, it can be concluded that the biggest aspect that is considered by culinary business entrepreneurs in choosing food photography services is the assurance dimension, the effectiveness of promotions using food photography is very effective in increasing social media engagement, and the increase in social media engagement on product photos that use food photography is in the high category.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Dewi Turgarini : 6681270 Armandha Redo Pratama : 6748167
Uncontrolled Keywords: efektivitas promosi, food photography, social media marketing, social media engagement
Subjects: G Geography. Anthropology. Recreation > GT Manners and customs
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Mega Dian Safitri
Date Deposited: 26 Sep 2022 02:16
Last Modified: 26 Sep 2022 02:16
URI: http://repository.upi.edu/id/eprint/82611

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