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      ],
      "title": "ANALISA KONTEN PROMOSI EVENT “MABAR 5.0 RAMADAN\r\nCULINARY FEST” PADA INSTAGRAM AVEON HOTEL YOGYAKARTA",
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      "userid": 12,
      "eprintid": 32805,
      "abstract": "Penelitian ini dilatarbelakangi oleh maraknya penggunaan Instagram sebagai\r\nmedia promosi program tematik Ramadan di industri perhotelan, salah satunya\r\nprogram Mabar 5.0 Ramadan Culinary Fest yang diselenggarakan oleh Aveon Hotel\r\nYogyakarta. Penelitian ini bertujuan untuk mengetahui dan menganalisis bentuk\r\nkonten promosi event tersebut pada akun Instagram resmi @aveonhotelyogyakarta.\r\nPenelitian menggunakan pendekatan kualitatif deskriptif dengan metode analisis\r\nkonten Krippendorff, yang memungkinkan peneliti menarik inferensi yang sistematis\r\ndan objektif dari isi pesan terhadap konteksnya. Data dikumpulkan melalui observasi,\r\ndokumentasi, dan studi pustaka terhadap tujuh unggahan, terdiri dari satu Feed dan\r\nenam Reels, yang dipublikasikan selama periode 5 Februari hingga 20 Maret 2026.\r\nAnalisis difokuskan pada elemen visual, caption, teks overlay, dan informasi promosi\r\npada setiap unggahan. Hasil penelitian menunjukkan bahwa bentuk konten promosi\r\nyang digunakan merupakan perpaduan antara konten informatif berbasis Feed dan\r\nkonten eksperiensial berbasis Reels, yang disusun secara bertahap dan sistematis\r\nmelalui kombinasi warna, sudut pengambilan gambar, serta pesan yang bergerak dari\r\nfungsi informatif menuju eksperiensial, mencakup pengalaman kuliner, kebersamaan,\r\nkeunikan lokasi, hingga dimensi nilai sosial. Secara keseluruhan, bentuk konten\r\npromosi tersebut dapat dikategorikan sebagai experience-based content yang dirancang\r\nuntuk membangun citra programt sebagai pengalaman berbuka puasa yang lengkap.",
      "lastmod": "2026-09-16 07:30:58",
      "date": "2026-06-05"
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