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All Journal AKSELERASI: Jurnal Ilmiah Nasional International Journal of Science and Society (IJSOC)
Ramadanti, Fajrin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Materials Science & Nanotechnology Social Sciences

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CUSTOMER ENGAGEMENT DI MEDIA SOSIAL INSTAGRAM @MONOMOLLY.ID DALAM MEMBANGUN CITRA SEBAGAI BRAND LOKAL Natasya, Cathalya; Ramadanti, Fajrin; Junior, Miracle
AKSELERASI: Jurnal Ilmiah Nasional Vol 6 No 3 (2024): AKSELERASI: JURNAL ILMIAH NASIONAL
Publisher : GoAcademica Research dan Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jin.v6i2.1025

Abstract

Penelitian ini mendeskripsikan dan menganalisis keterlibatan pengguna pada akun Instagram @monomolly.id untuk memahami bagaimana interaksi berkontribusi dalam membangun citra merek Monomolly sebagai brand lokal. Dengan menggunakan analisis konten kualitatif dan metodologi Netnografi, studi ini mengeksplorasi lima tahapan keterlibatan: Lurking, Casual, Active, Committed, dan Loyalty. Monomolly memanfaatkan Instagram tidak hanya untuk promosi produk tetapi juga untuk membangun hubungan yang kuat dengan konsumen melalui konten interaktif dan edukatif. Kolaborasi dengan influencer juga memperluas jangkauan mereka dan memperkuat persepsi merek. Temuan penelitian ini menggarisbawahi pentingnya media sosial dalam membentuk persepsi konsumen dan memupuk loyalitas merek dalam industri fashion yang dinamis.
Instagram Endorsement Content Analysis: Depiction of Luxury Lifestyle Representation Ramadanti, Fajrin; Darsono, Nabila Putri; Yunus, Ulani
International Journal of Science and Society Vol 6 No 2 (2024): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v6i2.1192

Abstract

The lifestyle portrayed by an influencer in endorsement content encourages the audience to adopt similar behaviors by using the same products or services. Therefore, influencers with a large follower base can help marketers expand their target audience and potential customer base. Building on previous research, this study aims to examine how Maria Rahajeng's endorsement content on Instagram represents lifestyle. Researchers used the concept of lifestyle and 4R concept (reach, relevance, resonance, and relationship). This research uses a descriptive qualitative approach with content analysis techniques. The results of this study show that there is high engagement in the content uploaded by Maria Rahajeng with topics associated with everyday life which makes the content message acceptable to the audience. In addition, Maria Rahajeng's instagram content also shows interactive elements through the comment column feature. Maria Rahajeng also shows a luxurious lifestyle through the products she advertises and the elegant concept in wrapping her endorsement content. Apart from the luxury products she advertises, Maria Rahajeng also shows a luxurious lifestyle through documentation of her attending exclusive events for influencers.
Co-Authors Darsono, Nabila Putri Junior, Miracle Natasya, Cathalya Yunus, Ulani