| dc.description.abstract | ABSTRACT
The growth of the internet accelerated the growth of advertising as well.
Manufacturers are competing to advertise on various social media platforms, one of
which is Instagram. KFC Naughty by Nature is one of them. In recent years, many of
KFC's competing products have evolved with the times. The Instagram account
@naughtybynaturekfc promotes new products that try to differentiate themselves from
competitors. KFC product advertisements on Instagram @naughtybynaturekfc can
lead to different perceptions. This research examines how @naughtybynaturekfc
Instagram followers perceive KFC product advertisements. This research uses
qualitative data and from interviews with several people who are considered to
understand this research to provide accurate data. Furthermore, data reduction, data
presentation, and conclusion drawing, and analysis are carried out. In this study,
perception includes influencing attention factors and emotion, expectation and
motivation factors. Instagram @naughtybynaturekfc airs ads that entertain viewers
emotionally. Informants were of the opinion that KFC's interactive advertisements
targeted an indirect consumer approach. Ad impressions implicitly motivate
respondents to buy the advertised product. KFC product advertisements on the
@naughtybynaturekfc Instagram account meet information standards for informants.
there are also KFC advertisements with several messages that interest informants and
some informants such as visual advertisements for KFC products. The thing that
affects the intensity of followers to see advertisements so that it creates a different
impression between one informant and another is the work factor where informants
with work factors as students have a positive impression because they admit that they
often see advertisements delivered by @naughtybynaturekfc accounts and inversely
proportional to informants with private employee jobs who claim to rarely see KFC
advertisements so that they have a different impression from students. | en_US |
