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All Journal Inovator : Jurnal Manajemen Jurnal Keuangan dan Perbankan(KEBAN)
Melyanti, Melyanti
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Economics, Econometrics & Finance

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Financial Company Decisions Using Social Media Content Sutikno, Sutikno; Ramadani, Mery; Melyanti, Melyanti
Jurnal Keuangan dan Perbankan (KEBAN) Vol. 3 No. 1 (2023): Juli-Desember
Publisher : Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/jkk.v3i1.8161

Abstract

Financial applications that make it easier for people to invest using technology. One of the efforts they can do is by looking for applications in the financial technology (FinTech) sector in the midst of developing technology in the internet of things (IoT) era. Company X is one of the FinTech sector companies that has an application to make interbank transfers free of admin fees and investment services. This application can help people manage finances, an issue that is being faced by millennials today about the tendency to use their money for entertainment rather than investment. This is also the basis for the company's decision to use their social media, by using content marketing strategies to attract the public. Content is created using message characteristics and builds brand awareness with excellence, can transfer between banks with free admin fees, and investment features easily and attractively for millennials. The method used is qualitative content analysis by looking at how much content is created through social media in responses. The results of this study show where the content marketing strategy carried out by financial company X on social media accounts, one of which is Instagram, provides characteristics built by companies that focus on educational, entertaining, persuasive characteristics that are packaged attractively for the millennial generation
Financial Company Decisions Using Social Media Content Sutikno, Sutikno; Ramadani, Mery; Melyanti, Melyanti
Jurnal Keuangan dan Perbankan (KEBAN) Vol. 3 No. 1 (2023): Juli-Desember
Publisher : Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/jkk.v3i1.8161

Abstract

Financial applications that make it easier for people to invest using technology. One of the efforts they can do is by looking for applications in the financial technology (FinTech) sector in the midst of developing technology in the internet of things (IoT) era. Company X is one of the FinTech sector companies that has an application to make interbank transfers free of admin fees and investment services. This application can help people manage finances, an issue that is being faced by millennials today about the tendency to use their money for entertainment rather than investment. This is also the basis for the company's decision to use their social media, by using content marketing strategies to attract the public. Content is created using message characteristics and builds brand awareness with excellence, can transfer between banks with free admin fees, and investment features easily and attractively for millennials. The method used is qualitative content analysis by looking at how much content is created through social media in responses. The results of this study show where the content marketing strategy carried out by financial company X on social media accounts, one of which is Instagram, provides characteristics built by companies that focus on educational, entertaining, persuasive characteristics that are packaged attractively for the millennial generation
Analysis of Digital Influencer Advertising Content on the @lozyhijab account as a Marketing Communication Strategy for Muslim Clothing on Instagram Accounts Anggrayni, Dewi; Suharti, Titing; Nurwahyuni, Risa Putri; Melyanti, Melyanti
INOVATOR Vol 14 No 1 (2025): MARET
Publisher : prodima@fe.uika-bogor.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/inovator.v14i1.19343

Abstract

This study aims to analyze the marketing strategy of @lozyhijab communication carried out through influencer promotional content on Instagram during August-September 2024. In today's digital era, influencer marketing is one of the effective methods in reaching a wider audience, especially in the Muslim clothing segment. The research uses a descriptive qualitative approach with a focus on three main indicators: branding, engagement, and content visibility. Of the 2 influencers involved, influencers Alyah Balqis and Hamidah Rachmayanti showed significant contributions to this campaign. Alyah Balqis promotes elegant Muslim women's casual clothing, while Hamidah Rachmayanti focuses on sharia clothing for worship. Alyah's content highlights modern design through dynamic visuals that increase brand visibility, while Hamidah's content reinforces religious values with an authentic approach that are relevant to his audience. In addition, active interactions in the comment column, such as Alyah's friendly responses and Hamidah's personal communication, improve emotional relationships with customers, strengthen loyalty, and increase trust in the brand. The study concludes that choosing the right influencers with a tailored communication strategy on each indicator can have a positive impact in today's era of online marketing if they are responsible for choosing the right influencers and using the right methods to get their message across.
Co-Authors Dewi Anggrayni Nurwahyuni, Risa Putri Ramadani, Mery Sutikno Sutikno Titing Suharti