Peran Instagram dalam Pemasaran Alat Kecantikan pada Akun @MISSGLAM_ID
DOI:
https://doi.org/10.24014/sb.v21i1.29827Keywords:
Instagram, Marketing, Beauty Tools.Abstract
Social media causes changes in the marketing context, especially in terms of promotion that makes the creation of online businesses. Instagram is one of the most popular social media. Instagram is a social media that helps businesses market products online. This research focuses on Miss Glam, a beauty shop that sells a variety of beauty products and uses Instagram as a means of communication in marketing products. The purpose of this study is to determine the role of Instagram in marketing beauty tools on the @missglam_id account. This research uses the AIDA theory, which can be used to examine how Instagram plays a role in marketing. This research uses qualitative methods with data collection techniques in the form of interviews and journal literature reviews. The results of this study, based on informants from 5 people (1 admin of the @missglam_id Instagram account and 4 followers account), show that the role of Instagram in marketing beauty products on the @missglam_id account is very effective, both in terms of Instagram features and interaction with followers.References
Armayani, R. R., Tambunan, L. C., Siregar, R. M., Lubis, N. R., & Azahra, A. (2021). Analisis Peran Media Sosial Instagram dalam Meningkatkan Penjualan Online. Jurnal Pendidikan Tambusai, 5(3), 8920–8928. https://doi.org/10.31004/JPTAM.V5I3.2400
Chaniago, H. Z., & Majid, N. (2024). Analisis Pemanfaatan Keberadaan Micro Influencer dalam Strategi Media Sosial Instagram sebagai Strategi Pendekatan ke Audiens di Era Digital. Da’watuna: Journal of Communication and Islamic Broadcasting, 4(2), 552–570. https://doi.org/10.47467/DAWATUNA.V4I2.4495
Dewi, W., & Avicenna, F. (2020). Social Media Marketing: Consumer Behavior on The Cruelty Free Concern of Beauty Brand. Jurnal Ilmu Komunikasi, 17(1), 95–106. https://doi.org/10.31315/JIK.V17I1.2379
Faiqotuzzulfa, F., & Putra, S. A. (2022). Virtual Reality’s Impacts on Learning Results in 5.0 Education : a Meta-Analysis. International Transactions on Education Technology, 1(1), 10–18. https://doi.org/10.33050/ITEE.V1I1.172
Febritania, G. R., & Riyanto, S. (2020). Penggunaan Instagram Sebagai Media Komunikasi Pemasaran Oleh Rasaki Hydrofarm. Jurnal Indonesia Sosial Sains, 1(03), 188–196. https://doi.org/10.59141/JISS.V1I03.25
Girsang, C. (2020). Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital. Ultimacomm: Jurnal Ilmu Komunikasi, 12(2), 206–225. https://doi.org/10.31937/ULTIMACOMM.V12I2.1299
Hartawan, E., Liu, D., Handoko, M. R., Evan, G., Hartawan, E., Liu, D., Handoko, M. R., Evan, G., & Widjojo, H. (2021). Pengaruh Iklan Di Media Sosial Instagram Terhadap Minat Beli Masyarakat Pada E-Commerce. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(1), 217–228. https://doi.org/10.35794/JMBI.V8I1.33853
Irawan, V. (2023). Perilaku Pelanggan Sebagai Hasil Pemasaran Media Sosial: Peran Aktivitas Pemasaran Media Sosial Dan Pengalaman Pelanggan Pada Produk Wardah Di Indonesia. Repository.Ibs.Ac.Id. https://lib.ibs.ac.id/index.php?p=show_detail&id=11038&keywords=VIRA+IRAWAN
Lacap, J. P. G., Cruz, M. R. M., Bayson, A. J., Molano, R., & Garcia, J. G. (2024). Parasocial relationships and social media interactions: building brand credibility and loyalty. Spanish Journal of Marketing - ESIC, 28(1), 77–97. https://doi.org/10.1108/SJME-09-2022-0190/FULL/PDF
Manggaga, I. P., & Fauziah, F. (2021). Komunikasi Dalam Pemasaran Produk Kecantikan Halal (Studi Azqiara Klinik Cantik Muslimah Di Kota Makassar). Jurnal Komunikasi Dan Organisasi (J-KO), 3(1), 30–38. https://doi.org/10.26644/JKO.V3I1.9080
Masrianto, A., Hartoyo, H., Hubeis, A. V. S., & Hasanah, N. (2022). Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability. Journal of Open Innovation: Technology, Market, and Complexity 2022, Vol. 8, Page 153, 8(3), 153. https://doi.org/10.3390/JOITMC8030153
Mustaqimmah, N., & Firdaus, W. (2021). Personal Branding pada Akun Instagram Digital Influencer @boycandra. Komunikasiana: Journal of Communication Studies, 3(2), 78–90. https://doi.org/10.24014/KJCS.V0I0.13990
Ng, J. C. K., Lin, E. S. S., & Lee, V. K. Y. (2023). Does Instagram make you speak ill of others or improve yourself? A daily diary study on the moderating role of malicious and benign envy. Computers in Human Behavior, 148, 107873. https://doi.org/10.1016/J.CHB.2023.107873
Perwira Ompusunggu, D., & Anggriani Saputri, S. (2023). Pemanfaatan Instagram Sebagai Media Promosi Kosmetik HI.Makeup Di Kota Palangkaraya. KNOWLEDGE: Jurnal Inovasi Hasil Penelitian Dan Pengembangan, 3(2), 102–108. https://doi.org/10.51878/KNOWLEDGE.V3I2.2265
Qiu, Y., Lu, J., Yang, L., & Xu, Y. (2020). Adapted RFID anti-collision algorithm and its application in sharing economy. International Journal of Internet and Enterprise Management, 9(3), 248. https://doi.org/10.1504/IJIEM.2020.104934
Rahmawati, S. (2021). Pengaruh Media Sosial Seorang Influencer Dalam Meningkatkan Penjualan Melalui E-Commerce. NCOINS: National Conference Of Islamic Natural Science, 1(1), 281–294. https://doi.org/10.54168/AHJE.V2I1.29
Rizki, T., Ofifah, N., Kresnamurti Rivai P, A., & Krissanya, N. (2023). Efektivitas Promosi Produk Chatime Melalui Instagram Menggunakan Model AIDA. Journal of Business Application, 2(1), 127–140. https://doi.org/10.51135/JBA.V2.I1.P127-140
Saputra, H. T., Rif’ah, F. M., & Andrianto, B. A. (2023). Penerapan Digital Marketing Sebagai Strategi Pemasaran Guna Meningkatkan Daya Saing UMKM. Journal of Economics, Management, Business, and Entrepreneurship, 1(1), 29–37. https://doi.org/10.31537/JEMBE.V1I1.1275
Sari, Y., & Utami, N. W. (2021). Komunikasi Pemasaran Digital sebagai Tantangan Teknologi. Jurnal Mahasiswa Komunikasi Cantrik , 1(1), 1–14. https://doi.org/10.20885/CANTRIK.VOL1.ISS1.ART1
Sugiarto Maulana, Y., Hadiani, D., & Wahyuni, S. (2021). Pengaruh penggunaan influencer instagram terhadap citra merk dan dampaknya terhadap peningkatan penjualan. Perwira Journal of Economics & Business, 1(2), 1–7. https://doi.org/10.54199/PJEB.V1I2.47
Susilawati, A., & Solehatun, F. (2023). Peran Influencer dan Media Sosial Instagram dalam Meningkatkan Promosi Pada Suatu Brand. Analisis, 13(1), 52–64. https://doi.org/10.37478/ALS.V13I1.2524
Syahputra Salim, H., Sumarsan Goh, T., & Errie Margery, D. (2022). Pengaruh Komunikasi Pemasaran Dan Produk Terhadap Keputusan Pembelian Di PT. Furnilux Indonesia. JURNAL BISNIS KOLEGA, 8(1). https://doi.org/10.57249/JBK.V8I1.75
Syahrina, J., Siregar, N., & Harahap, N. (2022). Penelitian Tentang Instagram. Maktabatun: Jurnal Perpustakaan Dan Informasi, 2(2), 20–26. https://ummaspul.e-journal.id/RMH/article/view/4466
Thamik, H., & Wu, J. (2020). Purchase decision-making process using social capital: moderating effect of trustworthiness. International Journal of Internet and Enterprise Management, 9(3), 261. https://doi.org/10.1504/IJIEM.2020.104941
Widiastuti, E. J., & Indriastuti, Y. (2022). Strategi Komunikasi Pemasaran Digital @right.store Melalui Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran. Jurnal Representamen, 8(1), 73–83.
