Management of the @kiranatours.id Instagram Account in Increasing Consumer Attraction

Abstract

In the context of business and professional life, various social media applications create opportunities for people to run a business. Opportunities in social media are not limited to promoting products, businesses, and services; even the tourism sector has begun to utilize social media as a way to attract people to use or visit tourist destinations. Many well-known brands in Indonesia use Instagram to communicate with their customers. One phenomenon of media utilization in the tour & travel business that has attracted the interest of researchers is Pergi Rame Rame by Kirana Tour & Travel Malang. In this study, the researchers wanted to explore in more depth how Pergi Rame Rame by Kirana Tour & Travel Malang manages its Instagram account, @kiranatours.id, in order to survive and continue to innovate amid rapid growth in the same sector. The selection and management of media are crucial aspects for achieving objectives. This phenomenon has prompted researchers to discuss the management of the @kiranatours.id Instagram account by applying the 4C social media management theory components, namely context, communication, collaboration, and connection. This study aims to understand and explain the management strategy of Instagram @kiranatours.id, so that it can be used as a reference for @kiranatours.id and similar businesses in increasing consumer interest. This study adopts a quasi-qualitative method, in which data collection is carried out through in-depth interviews and documentation analysis, to obtain the results desired by the researcher.