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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang An Nafi’; Multidisciplinary Science Tamilis Synex: Multidimensional Collaboration Komunikasi : Jurnal Komunikasi
Sari Ekowati
Universitas Bina Sarana Informatika
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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STRATEGI KOMUNIKASI PEMASARAN SHOWROOM MOBIL BEKAS DALAM MENINGKATKAN PENJUALAN MELALUI INSTAGRAM AUTOFAME Gita Adinda Tofan; Silvina Mayasari; Sari Ekowati
An Nafi': Multidisciplinary Science Vol. 2 No. 4 (2025): An Nafi’
Publisher : CV Edujavare Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70610/annafi.v2i4.1000

Abstract

This research aims to find out the marketing communication strategy applied by Autofame showroom in increasing used car sales through the Instagram social media platform. This research uses a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation. Interviews were conducted with the owner of the Autofame showroom and the social media admin who manages the Instagram account. Data analysis techniques used in this research include data reduction, data presentation, and conclusion drawing. The results showed that the Autofame showroom implemented a marketing communication strategy through promotion using public figures or celebrities who visited the showroom and then uploaded their experiences on their respective Instagram accounts and the showroom's official account. In addition, the showroom also actively interacts with potential customers through comments and direct messages on Instagram, and follows the latest automotive trends in an effort to attract the attention of the target market. This strategy proved to be effective in building a positive image and increasing consumer trust in the Autofame showroom, which in turn contributed to increased sales.
Strategi Pemanfaatan Key Opinion Leader (KOL) sebagai Media Promosi Digital Jagat Satwa Nusantara Clara Callista Ohello; Sari Ekowati
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 03 (2026): Volume 12 No. 03, September 2026 Published
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i03.17094

Abstract

The utilization of social media has encouraged companies to use Key Opinion Leaders (KOLs) as one of their digital promotional strategies to increase brand awareness. Jagat Satwa Nusantara, as an educational tourism destination focused on wildlife conservation, has also implemented this strategy through collaborations with KOLs on social media. This study aims to analyze the strategy of utilizing Key Opinion Leaders (KOLs) as a digital promotional medium for Jagat Satwa Nusantara and its impact on brand awareness. This research uses a descriptive method with a qualitative approach. Data collection techniques were conducted through in-depth interviews, observation, documentation, and literature study. The research informants consisted of the Marketing Communication Supervisor, the KOL Specialist of Jagat Satwa Nusantara, and one KOL who had previously collaborated with the company.The research analysis applies Tuti’s theory of KOL characteristics, which includes familiarity, trustworthiness, and expertiseness, as well as Kotler and Armstrong’s theory of digital promotional media, which covers advertising, sales promotion, personal selling, direct and digital marketing, and public relations.The results of the study show that Jagat Satwa Nusantara selects KOLs based on niche relevance, audience characteristics, content performance, and engagement rate. The utilization of KOLs is most dominantly applied in the elements of advertising and public relations, supported by sales promotion and direct and digital marketing. Collaboration with KOLs has successfully expanded information reach, increased audience interaction, and strengthened the brand awareness of Jagat Satwa Nusantara, as supported by the high number of views, reach, and engagement on promotional content on Instagram.
Co-Authors Aulia Zahra Rizquita Clara Callista Ohello Delfi Putri Esa Sulistyaning Kurniaty Fauzan Rizki Riswanto Gita Adinda Tofan Mariska Salsabila Azzahra Muhamad Reza Pahlevi Muhammad Yassin Mukhlish Muhammad Maududi Niea Afri Winda Reza Fachrezi Silvina Mayasari