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All Journal Jurnal Representamen Metafora: Education, Social Sciences and Humanities Journal
Widiastuti, Eunike Jayanti
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Humanities Education Social Sciences

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The Use of Instagrams as A Digital Communication Media by Holyspicy in The Covid-19 Pandemic Tutiasri, Ririn Puspita; Widiastuti, Eunike Jayanti; Murti, Sesilia Tri Ria; Priscillia, Inggrid
Metafora: Education, Social Sciences and Humanities Journal Vol 5, No 1 (2021)
Publisher : Fakultas Ilmu Sosial dan Hukum, Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/metafora.v5n1.p25-37

Abstract

The growing business market in Indonesia, especially in the culinary sector, is currently getting benefits from the presence of social media. Social media is now an unforgettable tool for almost all entrepreneurs, especially for entrepreneurs in the culinary field to promote their products in the midst of the Covid-19 pandemic. Instagram provides various facilities for its users, especially in this case users who use Instagram to carry out product and brand promotion activities. Fast food is one of the culinary businesses that are currently booming, and Holyspicy is one of the culinary producers that uses Instagram as a medium of communication for promotion. This research focuses on how Instagram as a social media is used by Holyspicy as a main marketing and promotion tool. The research method used in this research is descriptive qualitative method. The theory used in this research is new media theory. Based on the results of the research, Instagram played an important role in Holyspicy's culinary business as a marketing and sales communication medium during the Covid-19 pandemic, as evidenced by the fact that during the Covid-19 pandemic, the income obtained by Holyspicy remained stable and actually experienced a significant increase at the beginning of the Covid-19 pandemic. Management of Instagram features such as hashtags, photo uploads, photo titles, and replying to customer comments also affects consumer buying interest.
Strategi Komunikasi Pemasaran Digital @right.store Melalui Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Widiastuti, Eunike Jayanti; Indriastuti, Yudiana
Jurnal Representamen Vol 8 No 01 (2022): Jurnal Representamen Volume 8 No 01 April 2022
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (234.276 KB) | DOI: 10.30996/representamen.v8i1.6331

Abstract

Peralihan dari pemasaran konvensional menjadi digital bukanlah hal yang mudah, dibutuhkan strategi komunikasi pemasaran yang tepat hingga mencapai peningkatan, baik dalam pengenalan produk dan penjualan. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran digital pada @right.store melalui pemanfaatan Instagram sebagai media komunikasi pemasaran. Teknik pengumpulan data yang akan dilakukan dalam penelitian ini adalah in-depth interview, studi literatur, dokumentasi dan observasi. Objek dalam penelitian ini adalah Instagram dari online shop @rightstore. Subjek dari penelitian ini yaitu owner @right.store, admin, dan pengelola konten Instagram @right.store. Jenis penelitian yang penulis gunakan yaitu kualitatif dengan metode pendekatan deskriptif. Hasil dari penelitian ini menunjukkan bahwa strategi komunikasi pemasaran digital yang dilakukan oleh Righstore yaitu dengan memaksimalkan pemanfaatan fitur Instagram, melakukan sale promotion, melakukan competitor review dan konsisten berinteraksi dengan para followers. Kata kunci : Strategi, Komunikasi Pemasaran Digital, Social Media, Instagram, Bisnis Skincare
Co-Authors Indriastuti, Yudiana Murti, Sesilia Tri Ria Priscillia, Inggrid Ririn Puspita Tutiasri