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All Journal JOBSTRON
Doni Dirgantara
Program Studi Manajemen Pemasaran, Universitas Nasional Pasim
Economics, Econometrics & Finance Social Sciences

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Journal : JOBSTRON

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THE BENEFITS OF INSTAGRAM AS A PROMOTIONAL MEDIUM FOR SCARLETT WHITENING PRODUCTS Doni Dirgantara
Journal of Business Administration Vol 2 No 1 (2023): Volume 2 Number 1, April 2023
Publisher : STIA Bagasasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61317/js.v2i1.59

Abstract

Technological developments make progress on the ease of communication, one of which is Instagram. Instagram has become a popular alternative media in marketing products, especially among generation Z. One of them is Scarlett Whitening products. Scarlett Whitening is a local product engaged in cosmetics and skin care. This study aims to analyze the strength of EWOM of Scarlett Whitening products carried out through Instagram social media. This research uses a qualitative research method with an interpretative descriptive research type that uses in-depth interview techniques as a data collection method. The results illustrate that Instagram EWOM in terms of the three dimensions described by Goyette, et.al is appropriate up to the content stage and plays a major role in convincing generation Z to make purchasing decisions on Scarlett Whitening products through Instagram social media.
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