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S. Kunto Adi Wibowo
Fakultas Ilmu Komunikasi Universitas Padjadjaran
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Transportation Other

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Journal : JURNAL SAINS PEMASARAN INDONESIA

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Analisis Strategi Branding dan Pemasaran Oleh Akun Instagram @barenbliss_id, @apieu_idn, @immeme_indonesia, @holikaholika_indonesia, dan @peripera.id Suka, Kiran Rianetta Ginting; Wibowo, S. Kunto Adi; Fuady, Ikhsan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.164-173

Abstract

At the beginning of the 21st century, the phenomenon of social media as one of the needs of companies in marketing their products began to occur. The results of a study in 2013, audiences tend to prefer social media over websites to obtain information related to a brand. Therefore, social media, such as Instagram, is a big opportunity for cosmetic brands from South Korea such as @barenbliss_id, @apieu_idn, @immeme_indonesia, @holikaholika_indonesia and @peripera.id to reach a wider target market. This study aims to analyze branding and marketing strategies and find out the types of content that are most used by cosmetics Instagram accounts from South Korea in attracting public attention. This research was conducted using a quantitative content analysis technique approach and had passed a reliability test between coders. The results of the research coding were then processed using the Statistical Package for Social Sciences (SPSS). To answer the research hypothesis, a descriptive analysis test and T-test were carried out. The results obtained show that the five accounts are dominated by product information category uploads. This category provides knowledge to consumers about the products they offer. After that the researcher conducted a T-Test which showed that there were differences in engagement between branding and marketing strategies by Barenbliss, A'Pieu, I'm Meme, Holika Holika, and the Indonesian branch of Peripera even though these five accounts often uploaded uploads in the same category, namely product information category.
Co-Authors Aaliyah Aulia Rivai Abdullah, Fathan Auzan Adiprasetio, Justito Alicia Laurence Efendi Aliifa, Dzikrifa Ningtyas Alyssa, Luthfia Nur Arshad Denanindra Hutomo Arum, Yumna Nahdah Asep Suryana Azman Hamdika Syafaat Bianti, Sabila Riska Brigitta Jocelyn Septiandra Catherine Novitasari Sihaloho Dadang Rahmat Hidayat Dafina Shafa Salsabil Darmansyah, Sarah Stephanie Detta Rahmawan Detta Rahmawan, Detta Engkus Kuswarno Eni Maryani Erlambang, Muhammad Fandy Esther Aurellia Christie Fadhia Hayya, Aqiella Fajar, Hafizhah Ainul Fauzi, Muhammad Ilham Galuh Aulia Ramadhanti Henny Sri Mulyani Rohayati Hertantiningsih, Tifanny Hilmi Dafa Rabani Ikhsan Fuady Ira Mirawati Iwan Iwan Izzati, Raihan Sabili Jasmin Jannatania Kholifatul Mafiroh Kimberly Batsheva Lasut M Aulia Akbar Maharani Bening Maharani Dewanti Setiaputri Meidita, Chairunnisa Tri Moch Armien Syifaa Sutarjo Muhammad Fandy Erlambang Naftalene, Eliza Najma Najma Pandan Yudhapramesti Priyatna, Adry Alim Pudyaning Putri Noor Qolbi Purnomo, Chyntia Dewi Ramadhina, Az-zahra Mutiara Syofi Ratih Anbarini Reksa Anggia Ratmita Rifki Nur Priyansyah Salsabil, Dafina Shafa Shanti, Ni Ketut Rahma Pratiwi Sihite, Manda Chrisencia Simanjuntak, Clesia Sari Mastiur Sri Seti Indriani Suka, Kiran Rianetta Ginting Syafirah, Nuryah Asri Theogene, Rutambuka Wibowo, Damar Dhiyaan Hafidz Winata, Cecilia Liusca Yusril Zafallah