Research Article
Marketing Communication Strategy Using Instagram: Gopay In Makassar City
@INPROCEEDINGS{10.4108/eai.17-12-2022.2333208, author={Kurniawan Kurniawan and Andi Alimuddin Unde and Muh. Akbar}, title={Marketing Communication Strategy Using Instagram: Gopay In Makassar City}, proceedings={Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia}, publisher={EAI}, proceedings_a={ICEMBA}, year={2023}, month={6}, keywords={gopay-1; gojek-2; marketing strategy-3; promotion-4; instagram-5}, doi={10.4108/eai.17-12-2022.2333208} }- Kurniawan Kurniawan
Andi Alimuddin Unde
Muh. Akbar
Year: 2023
Marketing Communication Strategy Using Instagram: Gopay In Makassar City
ICEMBA
EAI
DOI: 10.4108/eai.17-12-2022.2333208
Abstract
This study aims to determine the Gojek Makassar City Branch's marketing communication strategy to promote GoPay. GoPay is a non-cash transaction model to support payment activities. This research method is qualitative, with data sources coming from Instagram accounts (gojekinmakassar). The results of this study indicate that the marketing strategy used to promote the use of GoPay is carried out by maximizing the use of Instagram. Marketing strategies with Instagram are also considered to influence other social media users to get information and social engagement. Instagram features that support the promotion of using GoPay are identified through Instagram Stories, Instagram Reels, and Instagram Posts. The use of Instagram and its features are beneficial to accommodate every marketing effort through a communication strategy that relies on social media platforms such as Instagram.
