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p-Index From 2020 - 2025
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All Journal Journal of Entrepreneurship, Management and Industry (JEMI)
Aryawan, Adinia Bunga
Institut Komunikasi dan Bisnis LSPR
Economics, Econometrics & Finance

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Customer Engagement Dalam Membantu Keputusan Pembelian Spotless di Instagram @Madformakeup.co Aryawan, Adinia Bunga; Valdez, Mohammad Alppy
Journal of Entrepreneurship, Management and Industry (JEMI) Vol 6, No 4 (2023): Oktober - Desember
Publisher : Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jemi.v6i4.2433

Abstract

One of marketing strategies on Instagram is to implement customer engagement (CE). CE is a process created by companies to retain customers by providing the best interactions and experiences to influence purchasing decisions. Mad For Makeup is a local Indonesian brand that applies customer engagement through Instagram. This study aims to examine how customer engagement can influence potential customers' purchasing decisions regarding the "Spotless Concealer" product promoted on the @Madformakeup.co account. The study uses a qualitative descriptive method with the 4C social media dimension theory (Context, Communication, Collaboration, Connection). The study found that the practice of customer engagement has yielded potential factors such as value, trust, community involvement, and word-of-mouth, which can influence Spotless purchasing decisions.
Co-Authors Valdez, Mohammad Alppy