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Journal : Journal of Social Science

Persuasive Communication of Beauty Salon Digital Ads on the Instagram Account @della.beautybar Rhaisa, Esa Astrid; Elisa, Nur; Nurfalah, Farida; Wihayati, Welly
Journal Of Social Science (JoSS) Vol 4 No 5 (2025): JOSS: Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v4i5.454

Abstract

Digital technology and the internet have revolutionized the way businesses operate, allowing them to reach a wider range of targets, increase efficiency, and accelerate growth. The beauty industry, including the beauty salon Della Beautybar, relies heavily on advertising to increase visibility and win customers. The purpose of this study was to analyze the persuasive communication applied by Della Beautybar Beauty Salon through digital advertising on Instagram. The conclusion of this study is that the persuasive communication applied by Della Beautybar can influence the customer's decision to place an order. The methodology of this study is the use of a qualitative approach with data technique analysis in the form of observation, interviews and documentation attachments. The sample of this study is the Instagram post of Della Beautybar, the owner of the Beauty Salon and the respondents who were selected purposively. This research was conducted for 2 months. The results of this study show that the persuasive communication and advertising implemented by Della Beautybar are successful in attracting attention and building customer loyalty. This includes engaging visual content, building customer interest with promotions and testimonials, providing superior service through quality, and making decisions with easy access to reservations. The recommendation from this study is that Della Beautybar needs to continue to improve the quality of visuals and information conveyed through Instagram, as well as improve interaction with customers to maintain customer trust and loyalty
Persuasive Communication in Digital Advertisements for Beauty Salons on the Instagram Account @della.bautybar Elisa, Nur; Nurfalah, Farida; Wihayati, Welly; Rhaisa, Esa Astrid
Journal Of Social Science (JoSS) Vol 4 No 4 (2025): JOSS: Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v4i4.454

Abstract

Digital technology and the internet have revolutionized the way businesses operate, allowing them to reach a wider range of targets, increase efficiency, and accelerate growth. The beauty industry, including the beauty salon Della Beautybar, relies heavily on advertising to increase visibility and win customers. The purpose of this study was to analyze the persuasive communication applied by Della Beautybar Beauty Salon through digital advertising on Instagram. The conclusion of this study is that the persuasive communication applied by Della Beautybar can influence the customer's decision to place an order. The methodology of this study is the use of a qualitative approach with data technique analysis in the form of observation, interviews and documentation attachments. The sample of this study is the Instagram post of Della Beautybar, the owner of the Beauty Salon and the respondents who were selected purposively. This research was conducted for 2 months. The results of this study show that the persuasive communication and advertising implemented by Della Beautybar are successful in attracting attention and building customer loyalty. This includes engaging visual content, building customer interest with promotions and testimonials, providing superior service through quality, and making decisions with easy access to reservations. The recommendation from this study is that Della Beautybar needs to continue to improve the quality of visuals and information conveyed through Instagram, as well as improve interaction with customers to maintain customer trust and loyalty.
Co-Authors Abdul Jalil Hermawan Abdul Jalil Hermawan, Abdul Jalil Aeni, Dini Nur Afiati Lasmiandari, Fatin Aghnia Dian Lestari Agustin, Nophiani Alhamdany, Moch Rizky Alpin Ashary Muzhaffar Amalia, Bintang Amalia, Tria Andriany, Dian Anjani, Lulu Millati Arun, Regina Atas Cahyadi, Widiartha Aulia Rahmah Aviantineke, Vradnya Paramitha Ayuningtyas, Saras Azzahra, Silvia Dini Banaty, Tri Bharoto, Haryo Brajadenta, Gara Calista Zahra, Shalma Chairul Ardiansyah Desi Permatasari Dewi, Anindita Nirmala Dewi, Meliyana Wati Dian Lestari, Aghnia Elisa, Nur Fahruz, Fahruz Fatmawati, Nizhaamul Febriyana, Dhea Finanda, Siska Virgina Forrer, Christine Gaol, Rico Yohanes Lumban Haliza, Sabina Nur Hamzah, Padila Hamzah, Padilah Hanaya, Dinda Hape, Virnica Amanda heriyani agustina, heriyani Hery Nariyah Hudaya, Alfilo Gian Rachmat Ibnu Hiban Gymnastiar Ifrohh, Iif Al Ilham, Muhammad Irsyaddu Inanah Inanah, Inanah Iskandar Zulkarnaen Jaelani, Hilmi Jalil Hermawan, Abdul Khotimah, Ima Khusnul Komalasari Komalasari Lanandie, Wisnu Lasmiandari, Fatin Afiati Leni Rohida Lili Yani Mahmudah Mahmudah Majdiyyah, Hamidah Malik, Nugraha Abdul Maulina, Hana Merdeka, Gilang Meta Yuniar, Meta Mukarto Siswoyo nia kurniasih Noviana, Wina Nugraha, Alvine Septian Nugraha Septian Nugraha, Raffi Febriansyah Nurhana Dhea Parlina Nurlatifah, Putri Indah Nurruzzaman Nursari, Tita Nyoman Intan, Desak Oktaviani, Anggeliqua Oktoviani, Lia Prapikasari, Putri Pratama Rachmanto, Aditya Prayoga, Jemmy Purwanto, Alif Irsa Putra, Ersya Gustika Putri, Dwi Rahma Putri, Faradita Sari Eka Qonaah, Isma Rafiadi, Arrest Bupala Rahayu, Herlinda Rahmat Hidayat Rahmawati, Ilfa Husnia Regita, Rena Rhaisa, Esa Astrid Rifka Noviani Santika Rosyidudin, Eki Safila Dayarani, Dwi Saleha Rodiah Salsabilla, Ghina Santika, Rifka Noviani Sazudda, Hanna Nur Sendi Ziharani, Pipit Senoputra, Dimas Aditya Siraj, Nurudin Siti Aisah Siti Khumayah Sofiani, Anantri Putri Sri Wulandari Subagja, Resa Sudrajat, Anazia Suhendar, Farhan Alfadhil Susanne Dida Sutarjo Sutarjo, Moh SUTRISNO Suwitno, Bangbang Syahfirna, Talia Wahyuningtyas, Novi Kusuma Welly Wihayati, Welly Widiyana, Dini Wiken Kurniawati, Wiken Yuniar Yushita, Tiara Putri Zahra, Tineziany Zianisya, Salwa Rahma