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Ikhsan Fuady
Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences 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 A. Wibowo, Kunto Aaliyah Aulia Rivai Adi Wibowo, Kunto Adiputra, Andika Vinianto Adya Puspita Akbar, M Aulia Ali Alamsyah Kusumadinata Alicia Laurence Efendi Alyssa, Luthfia Nur Anggita Putri Meiliani Ari Rahmadhani Arshad Denanindra Hutomo Astuti, Widiawati Sri Brigitta Jocelyn Septiandra Callista, Vania Catherine Novitasari Sihaloho Dahelia Saputri Darmansyah, Sarah Stephanie Detta Rahmawan, Detta Dhita Prasanti Ditha Prasanti Ditha Prasanti Ditha Prasanti Djuara P Lubis Dwi Masrina Dzalaludin, Rama Noor Eldhia, Kesya Engkus Kuswarno Erlambang, Muhammad Fandy Erliana, Elien Erna Ernawati Ernawati, Erna Esther Aurellia Christie Evie Ariadne Shinta Dewi, Evie Ariadne Shinta Fadhia Hayya, Aqiella Fiqri, Fiqri FIRYALIA GANI SUSILA Florencia Elaine Florentius Ernesto Louis Ghiyats Hisyam Hadi Suprapto Arifin Hertantiningsih, Tifanny I, Sri Seti Irsan, Dimas Maulana iwan koswara, iwan Izzati, Raihan Sabili Jenny Ratna Suminar Kautsar, Malika Ilma Khilda Rosyidah Khoiriah, Wahidah Itsniattin Nur Kimberly Batsheva Lasut Kunto Adi Wibowo Kunto Adi Wibowo Kunto Adi Wibowo Limilia, Putri Luthfia Nur Alyssa M Aulia Akbar Maharani Bening Maitsi, Hani Najwa Mardianah Mardianah, Mardianah Maria Adiska Auliadinanti Masrofah, Masya Maula Asri Ramadhani Maulani, Ima Ismatul Maya Andina Sunarya Moch Armien Syifaa Sutarjo Muhammad Fandy Erlambang Mulantara, Muhammadafi Munajat, Enjat Naftalene, Eliza Najma Najma Nurhayati Pardede, Angelica Margaretha Prasati, Ditha Priyansyah, Rifki Nur Pudyaning Putri Noor Qolbi Purnomo, Chyntia Dewi Purwanti Hadisiwi Puspita, Adya Putri Limilia Rachel Silalahi Rachmaniar Rahmaningrum, Anggun Rama Noor Dzalaludin Ramadhani, Maula Asri Ramadhina, Az-zahra Mutiara Syofi Rangga Saptya Mohamad Permana Ratna Suminar, Jenny Richard W.E. Lumintang Rifki Nur Priyansyah Rifki Nur Priyansyah Rosyidah, Khilda S. Kunto Adi Wibowo S. Kunto Adi Wibowo SANIYA MASITA RINI Sarah Aisha Sarah Aisha Sari, Reviana Puspita Shafira Annisa Putri Shanti, Ni Ketut Rahma Pratiwi Simanjuntak, Clesia Sari Mastiur Siti Azzahra, Rahma Solihin, Raihan Sabili Izzati Sri Seti Indriani Suka, Kiran Rianetta Ginting Tegar Ramadhan S.P Titien Yusnita Titien Yusnita Titien Yusnita, Titien Vania Enjelita Moenandar VIRIANA AULIA KHADIJAH Vivian Lorence Weny Widyowati Winata, Cecilia Liusca Yulia Andriani, Yulia Yunizar , Tarisa Khairina Yusnita, Titin Yusnita Yusril Zafallah Zahra Farras Zakiya, Aliya