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All Journal Scriptura: Jurnal Ilmiah Komunikasi Journal of Management and Digital Business
Cecep Safa’atul Barkah
Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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YOUTUBE ADVERTISEMENT SEBAGAI IMPLEMENTASI KOMUNIKASI BISNIS PADA PRODUK SKINCARE LOKAL Sabila Nurul Fauziah; Cecep Safa’atul Barkah; Lina Aulina; Iwan Sukoco
Scriptura Vol. 12 No. 2 (2022): DECEMBER 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.12.2.82-91

Abstract

Skincare is an industry that’s being warmly discussed for its development. The emergence of many local skincare brands has begun to color competition in beauty industry. In expanding market and introducing its products to potential customers, company carries out promotional activities, that’s advertising on YouTube. Purpose of this study was to find out the application of Youtube advertisements to local skincare products by reviewing the delivery of messages by MS Glow, Scarlett and Somethinc. Research method used is qualitative approach with descriptive research. In addition, content analysis was also carried out by reviewing message delivery, visuals displayed, and reactions/reviews from consumers who were carried out through Youtube Ads. Local skincare brands such as MS Glow, Scarlett, and Somethinc have their own characteristics in conveying their messages and visual concepts that are displayed through their Youtube Ads. Ms. Glow by conveying soft sell that leads to consumer feelings and visual concept of comedy, Scarlett uses soft sell and fresh and colorfull visuals, while Somethinc uses hard sell by directing the invitation to buy her product and white visuals depicting the coolness. Youtube Ads as implementation of business communication will convey all information that company wants to convey to its consumers.
Implementasi optimalisasi strategi pemasaran digital pada live streaming akun Instagram Kelana Kids menggunakan HBR marketing strategy formulation framework Sofia Khodijah; Lina Auliana; Tetty Herrawaty; Cecep Safa’atul Barkah
Journal of Management and Digital Business Vol. 6 No. 2 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i2.2195

Abstract

Engagement rate is a key indicator of success in digital marketing strategies, particularly on Instagram. This study aims to address the low engagement rate of the Kelana Kids Instagram account through the HBR Marketing Strategy Formulation Framework. The study adopts an action research approach. Data were collected through participatory observation, interviews, documentation, and analysis of viewer retention rate and engagement rate. Findings indicate that low audience engagement resulted from the absence of structured live streaming procedures and operational guidelines. The intervention involved developing a Live streaming Handbook, defining person-in-charge (PIC) roles, and implementing Trello as a coordination tool. The implementation showed an increase in engagement rate from 0.03% to 0.16%, alongside an average viewer retention rate improvement of 28.15% and enhanced team involvement in live streaming execution. These findings suggest that structured and interactive marketing strategies may enhance audience engagement. This study extends the application of the HBR Marketing Strategy Formulation Framework to digital live streaming strategies for social media–based SMEs.
Co-Authors Iwan Sukoco Lina Auliana Lina Aulina Sabila Nurul Fauziah Sofia Khodijah Tetty Herrawaty