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Angelica Putri Agestin, Jasmine
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Economics, Econometrics & Finance

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STRATEGI MENINGKATKAN MINAT BELI KONSUMEN MELALUI PERIKLANAN PRODUK ERIGO DI MEDIA SOSIAL INSTAGRAM Permana, Erwin; Amalia, Dea; Angelica Putri Agestin, Jasmine
Manajemen: Jurnal Ekonomi USI Vol 6 No 2 (2024): Vol. 6 No. 2 Tahun 2024
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/pabxt822

Abstract

Perkembangan ekosistem digital telah membuka peluang bisnis bagi pelaku usaha untuk memasarkan produk dengan menggunakan media sosial. Salah satu pelaku usaha yang tumbuh seiring dengan pertumbuhan ekosistem digital adalah brand fashion Erigo. Kesuksesan Erigo dalam menembus pasar domestik dan global tak lepas dari pemanfaatan platform media sosial Instagram secara optimal. Penelitian ini bertujuan untuk mengkaji strategi Erigo dalam meningkatkan minat beli konsumen terhadap produk mereka melalui platform Instagram. Penelitian dilakukan dengan pendekatan kualitatif deskriptif. Data penelitian diperoleh dari hasil tinjauan publikas resmi serta penelusuran data di berbagai pangkalan data resmi populer. Hasil penelitian menunjukkan bahwa melalui platform media instagram, Erigo mampu menyampaikan pesan pemasaran secara langsung, menarik, dan relevan kepada target pasarnya. Strategi jitu mereka adalah menggandeng selebritas dan publik figur ternama sebagai model produk. Tak hanya menghadirkan produk secara visual, Erigo juga mengaitkannya dengan gaya hidup yang didambakan audiens. Keefektifan strategi Erigo dibuktikan dengan respons positif terhadap iklan-iklan mereka di media sosial. Daya tarik dan pengaruh selebritas berhasil menarik perhatian banyak pengguna, dan mendorong minat beli konsumen yang ingin mencoba produk yang dipromosikan. Dengan terus mengembangkan dan menyempurnakan strategi ini, Erigo diyakini mampu memperluas pangsa pasarnya
STRATEGI MENINGKATKAN MINAT BELI KONSUMEN MELALUI PERIKLANAN PRODUK ERIGO DI MEDIA SOSIAL INSTAGRAM Permana, Erwin; Amalia, Dea; Angelica Putri Agestin, Jasmine
Manajemen: Jurnal Ekonomi Vol. 6 No. 2 (2024): Manajemen : Jurnal Ekonomi (Special Issue)
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/pabxt822

Abstract

The development of the digital ecosystem has opened up business opportunities for businesses to market products using social media. One of the businesses that has grown along with the growth of the digital ecosystem is fashion brand Erigo. Erigo's success in penetrating domestic and global markets cannot be separated from the optimal utilization of the Instagram social media platform. This study aims to examine Erigo's strategy in increasing consumer buying interest in their products through the Instagram platform. The research was conducted using a descriptive qualitative approach. The research data was obtained from the review of official publications as well as data searches in various popular official databases. The results show that through the Instagram media platform, Erigo is able to deliver marketing messages directly, interestingly, and relevantly to its target market. Their strategy is to engage well-known celebrities and public figures as product models. Not only presenting the product visually, Erigo also relates it to the lifestyle that the audience desires. The effectiveness of Erigo's strategy is proven by the positive response to their advertisements on social media. The attractiveness and influence of celebrities has captured the attention of many users, and driven buying interest among consumers who want to try the promoted products. By continuing to develop and refine this strategy, Erigo is believed to be able to expand its market share.
Co-Authors Dea Amalia Permana, Erwin