Mahasiswa Magister Ilmu Komunikasi BINUS University sebagai pemakalah pada Konferensi Internasional “3rd Borobudur International Symposium 2021

THE USE OF INSTAGRAM PLACE FEATURE: SHOPPING MALL VISITORS FRAGMENTATION

by: Asilanisa Wijayanti, Fahira Dwinda Rachmadiani, M Farel Salahudin, Nadia Novita Rizky, Rifa Renda Bestari

In this digital age, the use of social media is becoming increasingly intense. One of the social media used in Indonesia is Instagram. One of the features of Instagram is Instagram Place, which is a feature to display the location on a photo or video. The purpose of this study is to find out the fragmentation of shopping mall visitors based on the place feature on Instagram social media posts. This research uses a qualitative approach with a case study research method of one of the shopping malls in South Jakarta. The study had a total of 50 posts from the Instagram Place feature which we then analyzed using semiotics theory. Based on the results of observations of Instagram user posts using the Instagram place feature, there are four types of fragmentation, namely shopping, dining, special events, and entertainment.