<mets:mets OBJID="eprint_32469" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-07-31T15:31:38Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32469_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>PEMANFAATAN MEDIA SOSIAL INSTAGRAM SEBAGAI PLATFORM&#13;
PROMOSI PT. LAN</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Elrey Tristan Oscar Febriano</mods:namePart><mods:namePart type="family">Rajagukguk</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Penelitian ini bertujuan untuk menganalisis pemanfaatan media sosial Instagram&#13;
sebagai platform promosi dan edukasi pertanian dalam membangun ketertarikan&#13;
generasi muda terhadap sektor pertanian milenial di PT. Lentera Agropedia&#13;
Nusantara, Yogyakarta. Latar belakang penelitian ini didasari oleh menurunnya&#13;
minat generasi muda terhadap sektor pertanian, yang menuntut pendekatan&#13;
komunikasi digital yang adaptif, visual, dan partisipatif. Penelitian ini&#13;
menggunakan pendekatan deskriptif kualitatif. Pengumpulan data dilakukan&#13;
melalui wawancara mendalam, observasi terhadap akun Instagram&#13;
@lenteraagropedia, serta dokumentasi digital. Analisis data dilakukan dengan&#13;
model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data,&#13;
dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa PT. Lentera&#13;
Agropedia Nusantara memanfaatkan Instagram secara strategis melalui penyajian&#13;
konten visual edukatif, narasi storytelling, serta pemanfaatan fitur interaktif seperti&#13;
Reels, Stories, dan Instagram Live. Praktik komunikasi digital tersebut&#13;
mencerminkan penerapan The Circular Model of Social Media Engagement yang&#13;
meliputi tahapan share, optimize, manage, dan engage. Strategi ini tidak hanya&#13;
meningkatkan keterlibatan audiens secara digital, tetapi juga mendorong partisipasi&#13;
nyata generasi muda dalam aktivitas pelatihan dan praktik pertanian. Temuan&#13;
penelitian menegaskan bahwa Instagram berperan penting dalam membangun citra&#13;
pertanian yang modern, relevan, dan menarik, serta berkontribusi dalam upaya&#13;
regenerasi petani di era digital.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2025-11-10</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32469"><mets:rightsMD ID="rights_eprint_32469_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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