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Ahmad Khairul Nuzuli
Institut Agama Islam Negeri Kerinci
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Journal : Avant Garde

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Efektivitas Strategi Story Selling di Instagram untuk Meningkatkan Penjualan Sayur Organik Merbabu (SOM) Nuzuli, Ahmad Khairul; Raya, Alia Bihrajihant
Avant Garde Vol 12, No 1 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i1.3005

Abstract

This study aims to explore the effectiveness of the story selling communication strategy on Instagram in increasing sales of Sayur Organik Merbabu (SOM). The results of this study indicate that the story selling strategy on Instagram is effective in increasing SOM sales. By exploring the emotional connection between consumers and products, stories about local farmers, organic farming methods, and commitment to environmental sustainability have succeeded in building a strong and authentic brand image. Consumers feel more connected to this product because they see and understand the natural and environmentally friendly behind-the-scenes process. Transparency in the production process is key to increasing consumer trust in SOM products. By honestly showing how vegetables are grown, harvested, and processed without chemicals. In this case, education about the benefits of organic vegetables also plays an important role in building consumer awareness and trust. In addition, the use of attractive and high-quality visuals, such as images and videos, as well as the use of Instagram features such as stories, reels, and IGTV, help convey stories dynamically and interactively. The use of relevant hashtags and collaboration with influencers have also proven effective in increasing the visibility of SOM accounts on Instagram. In conclusion, this study shows that the story selling strategy on Instagram is not only an effective marketing tool to increase sales, but also a means to build stronger and more sustainable relationships with consumers. This study provides valuable insights for organic vegetable businesses to adopt a similar approach in their digital marketing strategies, as well as to utilize social media more effectively to build brand awareness and consumer trust in the future.
Co-Authors Aan Firtanosa Adib Fikri Rusdi Agung Tri Prasetia Agung Tri Prasetia Ahmad Gazali, Ahmad Ahmad Wahyudi Ahmad Yudialza Ahmad Zuhdi Ainil Khuryati Aldian, Sandri Alwan Daffa Rendra Amalia, Verty Nur Andi Asy'hary J. Arsyad Anis Marti Annisa Aulia Pratama Aqbal, Muhammad Astri , Piyoni Budia Astri, Piyoni Budiya Astria, Kadek Kiki Aulan Tilfasari Aulia, Tesa Azimalia, Rizka Azizah, Kharisma Nur Cahyu Annisa Cahyu Annisa Damayanti, Desy Datin Rahmawati Destria Amita Desy Damayanti Diarindiani, Ayu Dita Septia Yuliani Efrinandi Saputra Erick Dwi Satria Fadila Trisantia Fadlil Armiadi Fauzi Putra Fazli, M Fazli, M. Febrianto Febrianto Fikardillah Fathur R Fitri Handayani Force Atmayutes Franka Deju Ritama Gazali, Palenza Ahmad Hidayat, Muhammad Faiz Intan Fuji Lestari Ivan Sunata Jamal Mirdad Kadek Kiki Astria Kariadi, Atman Khuryati, Ainil M Tahir Maharani, Tuti Mariana, Suci Maulida Hafni Mhd Julyadi P Muhammad Munir Natalia, Wahyu Kristian Neva Oktaviari Ningsih, Mike Surya Nira Sintia Nizham, M. Noni Yunita Putri.T Nover Darmansyah Oca Juanda Putra Ofi Hidayat Oktaviana, Winda Palenza , Nabila Rezki Puji Kurnia Puji Kurnia Putra, Asrayodi Ilham Putra, Yoza Andi Rahmat Rhafizt P Rahmat Rhafizt P Rangga Prasetya Ravico Ravico, Ravico Raya, Alia Bihrajihant Regita Cahyani P Rezki Rosalia Indah Rezki Rosalia Indah Rezky, Nabila Ria Julita Sari Ria Julita Sari Rian Pega Pratama Rimin Rindiyani Riski, Rema Welan Manda Romansa, Hengky Ulvi Romi Roy Chandra Roshan Zunil Pratama Sari, Neci Rofita Seftian, Duta Rahmat Sekar Pramudita Shinta Ayu Khirani Silvy Yulizar Putri Slamet Riyadi Sony Tian Dhora Suci Ramadhani Suci Utami Rahmadani Suhermawati, Denada Violin Sunarru Samsi Hariadi Suriyadi, Suriyadi Venza Arinata Wahyu Krisitian Natalia Wahyu Krisitian Natalia Wahyu Kristian Natalia Wahyu Kristian Natalia Winda Oktavia Winda Oktaviana Winda Oktaviana Winda Oktaviana Winda Oktaviana Wiwid Adiyanto Wiwit Wahyuni Yoza Andi Putra Yuyun Deswita Zonil Sandra P.