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Journal : Social Sciences Journal

Analysis Off @Wardahbeauty_Bengkulu's Instagram Marketing Communication Strategy In Maintaining The Brand Bela, Melisa Prana; Sari , Sapta; Yanto, Yanto
Social Sciences Journal Vol. 2 No. 1 (2025): November
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/soc.v2i1.442

Abstract

The development of social media, especially Instagram, has become a significant opportunity for the beauty industry in building brand awareness and relationships with consumers. Wardah Beauty Bengkulu utilizes the @wardahbeauty_bengkulu account as its primary medium to maintain its image as a halal cosmetic brand amidst increasing market competition. This study aims to analyze the digital marketing communication strategies implemented by the account to maintain its brand in the Bengkulu region. The research method used a descriptive qualitative approach, with data collection techniques including observation of Instagram content, documentation, and in-depth interviews with account administrators, beauty advisors, and active consumers. The analysis was conducted using the AIDA (Attention, Interest, Desire, Action) theory and the Brand Equity concept. The results show that Wardah implements a communication strategy that includes visual consistency in line with its halal identity, educational content, collaboration with local influencers, and integration of online and offline activities through events such as beauty classes and skin checks. This strategy effectively attracts attention, builds interest, increases desire through testimonials and direct experiences, and encourages purchasing actions. In conclusion, the digital communication strategy through Instagram has proven to be able to strengthen brand awareness, maintain the image of modern halal cosmetics, and increase consumer loyalty in Bengkulu.
Co-Authors Abda Abda Abdillah Abdillah Abi, Yudi Irawan Abrar, Mukhlas Ach. Baidowi Achmad Farid Dedyansyah Adam Malik Ade Hendini Adi Sutanto Afif, Humam Agung Rizki Putra Akhmad Habibi, Akhmad Alhidayatuddiniyah T.W. Ali, Raden Muhammad Alim, Abd. AlKahfie, Rafly Alpino, Shendi Putra Andriyani , Santi Anisa, Rici Anjjely, Sellina Dwi Ansyori, Ansyori Antonio Imanda, Antonio Antonius M.K. Naro Anwari, Moh. Apriani, Deri Aprilian, Rahil Imainul Ari Fauzi Hakim, Ari Fauzi Ariandi A Zulkarnain Arifki, Kayla Asfar Muniir, Asfar Asnawati Asnawati Atia, Nurul Azhar, Rajman Azhari, Nirman Aziz, Faruq Azmar, Azmar Badariatul Lailiah Bambang Purwanto Bashori, Abdul Hamid Bayu Pratama, Eri Bela, Melisa Prana Binti Zainuddin, Siti Afiqah Bustamin, Fitri Yanti Chandra Setiawan, Chandra Citra Aulia Uzliva Concesa, Maria Damsir, Damsir Daniati Uki Eka Saputri Daniel Happy Putra Dewi Permatasari, Dewi Dewi, Putri Afriyanti Dian Prihardini Wibawa Drajad Wibowo, DS Duwi Agustina Eka Herdit Juningsih Ekaningsih, Nuri Jannati Wahyu Endang , Anis Ephi Rusmina ERNANDA, ERNANDA Ertika, Intan Erwanda, Setrian Fahlepi Roma Doni Fairusya, Nuha Ferdian Suprata Fisabilillah, Fahri Fitriana, Lady Agustin Fitriano, Yun Formasi, Galang Reza Freddi Sarman FUJIYANTI, LINDA Gata, Windu Geronimo, Ronalds Anjrelia Gito Sugiyanto Handi Brata Hartono, Rudi Hasriani Hasriani, Hasriani Hendra, Robi Herlina Herlina Herta Novianto Holis, Holis Hotimah, Nur Hutagalung, Manahan Ifan Rifani Ihsan, Muhammad Ihsan Ikhtiarudin Ikko Bagus Ismanto Imma Fretisari Indria, Indria Irawan, Taufik Irmawati Irmawati Ivon, Fransiska Nona Jahda, Amila Tarina Jalaluddin, Moh. Jannah, S. Fatiyathul Jayanti, Jetri Putri Jefriansyah, Moehammad Jevani Alanti, *Elisabeth Jorgi, Bayu Josi, Ahmad Juanda Astarani Judijanto, Loso Juhairiyah Juhairiyah Karona Cahya Susena, Karona Cahya Karti, Karti Kartikasari, Evi Dwi Kristiyono, Santo Kustiawan, Elyas Lamdo, Herfandi Lestari, Zahkya Lia, Nurlia Liken, Enjli Lia Lozi, Pasral Lupita, Rena M. Irfani Hendri M. K. Naro, Antonius Maarif, Muhamad Rifqi Mahmudi, Aviv Martha Heriniazwi Dianthi Maryaningsih, Maryaningsih Maskur Maskur Mayaputri, Velmi Moh. Rizal, Moh. Muazza Muazza Muhammad Muhammad Ferdiansyah, Muhammad Muhammad Haris Effendi Hasibuan Muhammad Qomaruddin Ridwan Muhammad Sony Maulana Muhammad Syawaluddin, Muhammad MUHAMMAD ZULFIKAR Muhammad Zulfikar Muhsin Muhsin Mukhlash Abrar Mukhsinuddin, Mukhsinuddin Mulyani, Astriana Mulyani, Fransisca Cindy Murwani, Anis Endang Sri Nanang Wahyudin Narlena, Iis Naro, Antonius M. K. Nasa, Rikardus Neri Susanti Nisa, Indah Hafidhotun Noor Azizah Novita, Meta Novrianto, Ferri Nugraha, Ranu Agastya Nur Ahmad Ricky Rudianto Nurulsabila, Diniyah Octamadian, Salza Leza Octaviani, Vety OKTA MAHENDRA, OKTA Oktariani, Sri Onny Priskila Pardela, Peko Andri Partiwi, Marsa Hijro Pertiwi, Ligwina Dita Pranata, Hendra Pranata, Sony Pranciskus, Tupputua Pratama, Abel Abdi Putra Putra, Meriansyah Dwi Putri, Belynda Salsa Putri, Fyni Afrilyani Putri, Yuni Herlina Rachman, Nur Hadiyazid Rachmat Sahputra Rachmawati Rachmawati Rahardjo, Cahaya Jasmine Rahil Imainul Aprilian Rahma Dona Rezki, Muhammad Ridho, M.Rasit Rimbawan, Teguh Rinaldi, Mikral Rindiani, Rindiani Risdiansyah, Deni Risdiyanto , Bayu Risdiyanto, Bayu Rizal, A. Rodhiyah, Ma’rufatur Rofiki, Rofiki Rofiqi, Rofiqi Ronansyah, Muhamad Fajar Rulyanti Susi Wardhani Rusandi, Refky Yudishtira S, M Afdal Sabariah Sabariah Salsabila, Syafira Sangraini, Eka Hilda Saparman, Saparman Sapta Sari Saputra, Harius Eko Sari , Sapta Septa, Anggela Dwi Silman, Fardho Burenza Siregar, Muhammad Iqbal Harapan Muslim Siti Aliyah Siti Maghfiroh Sitorus, Kevin Salomo Sri Narti, Sri Suhendra, Marwan Sukamad, Sukamad Sukasih, Asih Sulistiyo, Urip Sunandar, Dadan Supatmi, Any Faridatus Supriaman Supriaman Surbakti, Feliks Prasepta Sejahtera Syaputra, Dery Syaputra, Erpan Tien, Asliana Ulfa Ulfa Utami, Merdiana Putri Vebtasvili Vebtasvili Vethy Octaviani Wahju, Marsellinus Bachtiar Wahyuni, Melisa Wahyutama Fitri Hidayat Wardana, Ovi Rizki Wenni Anggita, Wenni Wibawa Prasetya Wijiharjono, Nuryadi Wirawan, Nugroho Budi yani lestari Yudishtira Rusandi, Refky Yusuarsono, Yusuarsono Zulkarnain, Ariandi