<mets:mets OBJID="eprint_32485" 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="2026-07-31T14:35:40Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32485_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>STRATEGI PROMOSI MEDIA SOSIAL INSTAGRAM @JRNYCOFFEEANDRECORDS&#13;
DALAM MENJABARKAN MUSIK SEBAGAI IDENTITAS</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Herbagas Bagus</mods:namePart><mods:namePart type="family">Taruna</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Penelitian ini menganalisis strategi promosi yang dilakukan oleh jrnycoffeeandrecords melalui&#13;
media sosial Instagram. Perkembangan komunikasi pemasaran digital menjadikan media sosial&#13;
sebagai alternatif utama untuk meningkatkan efektivitas pemasaran. Saat ini, banyak pebisnis&#13;
menggunakan internet sebagai platform utama dalam menyampaikan informasi kepada konsumen.&#13;
Dalam merancang strategi promosi, perusahaan perlu memiliki konsep promosi yang kuat sebagai&#13;
pondasi untuk mencapai tujuan bisnisnya. Penelitian ini menggunakan bauran promosi yang&#13;
meliputi periklanan, penjualan personal, publisitas, promosi penjualan, dan pemasaran langsung &#13;
sebagai dasar pembahasan. Instagram dipilih sebagai media promosi karena mampu menampilkan &#13;
konten visual berupa foto dan video yang menarik, sehingga menjadi sarana efektif bagi&#13;
jrnycoffeeandrecords untuk menjangkau konsumen. Tujuan penelitian ini adalah untuk&#13;
mengetahui strategi promosi melalui akun Instagram @jrnycoffeeandrecords. Metode penelitian&#13;
yang digunakan adalah kualitatif dengan teknik pengumpulan data berupa observasi, wawancara,&#13;
dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi promosi organik yang diterapkan&#13;
meliputi periklanan melalui testimoni pelanggan, penjualan personal dengan meningkatkan&#13;
interaksi langsung bersama konsumen, publisitas melalui relasi dengan media, promosi penjualan&#13;
berupa penawaran produk gratis, dan pemasaran langsung yang menjaga hubungan jangka panjang&#13;
dengan pelanggan.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-02-18</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_32485"><mets:rightsMD ID="rights_eprint_32485_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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