PENGELOLAAN AKUN INSTAGRAM SEBAGAI MEDIA INFORMASI PARIWISATA & MEDIA PROMOSI PRODUK LOKAL MOJOKERTO (Studi pada Pengelola Akun Instagram @mojokertojalanjalan)

Instagram is currently classified as one of the popular social media platforms in terms of its usage. Instagram offers ease of access and has a wide reach, allowing for rapid dissemination of information. Moreover, its attractive features make it efficient as a promotional tool as well. Recognizing such potential, the administrator of the @mojokertojalanjalan account utilizes it to disseminate tourism information and promote local products/MSMEs in Mojokerto and its surrounding areas. Therefore, this research is intended to understand and subsequently describe how the management of the @mojokertojalanjalan account is carried out.

This research refers to the New Media theory by Dennis McQuail, which explains that New Media encompasses various new communication technology devices with similar characteristics, supported by digitization and broad reach. The focus of this research is based on Friedrichsen and Wolfgang's concept of the stages of social media management, namely defining the value proposition, segmentation targeting, and positioning, operations and delivery process, as well as measurement and feedback.

This research applies a qualitative approach and descriptive research type. Data collection methods involve observation, interviews, and documentation with the main subject being the administrator of the Instagram account @mojokertojalanjalan. Interactive analysis is used as the research technique, and data validity is checked through source triangulation techniques.

This study identifies that the @mojokertojalanjalan account was initiated by administrators who realized the lack of response from the community or local government to the potential of utilizing Instagram as a platform for tourism information and promoting local products/MSMEs, which could support the progress of businesses and the region as a whole. Ultimately, @mojokertojalanjalan was created and managed to be segmented to all active Instagram users, especially those in the Greater Mojokerto area and users from surrounding regions. @mojokertojalanjalan is managed with the principles of consistency and responsiveness to all learning and new developments. Technically, the management of @mojokertojalanjalan produces photo and video content arranged informatively and persuasively based on needs. It must be original, clear, attractive, and of good quality. Additionally, the administrators also optimize the use of all available Instagram features, with the hope of boosting engagement on the @mojokertojalanjalan Instagram account.