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All Journal Benefit: Jurnal Manajemen dan Bisnis
Abdul Roziq Fanshury
Magister Manajemen: Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Influencer dan Strategi Penjualan: Studi Netnografi pada Pengguna Jasa Selebgram sebagai Media Promosi Muhammad Nasih; Otto Masyad Susanto; Abdul Roziq Fanshury; Sigit Hermawan
Benefit: Jurnal Manajemen dan Bisnis Volume 5 No 2 Desember 2020
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v5i2.11305

Abstract

The business is undergoing many changes including the media used as promotion. The existence of advertisements on television began gradually abandoned and shifted to a new strategy, namely advertising on social media. The rapid growth of social media users in Indonesia has become one of the factors in the change. This study aims to determine the extent of the impact of using influencers as a promotion strategy on social media, especially Instagram. This study uses a qualitative netnographic method by collecting data through observation of social media accounts and in-depth interviews from informants. The results of this study include illustrating that there are positive and negatif impacts from the use of influencer services. Companies must be smart in choosing influencers that are in line with product segmentation, price, and influencer's background because people are now getting smarter at making purchases.  
Co-Authors Muhammad Nasih Otto Masyad Susanto Sigit Hermawan