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All Journal ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Komversal: Jurnal Komunikasi Universal
Meilani Tri Hapsari
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Analisis Strategi Digital Marketing pada Merk Scarlett Meilani Tri Hapsari
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol. 11 No. 1 (2025): ATRABIS: Jurnal Administrasi Bisnis (e-Journal)-Juni 2025
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v11i1.2695

Abstract

Penelitian ini bertujuan untuk mengetahui dan mengkaji bagaimana peran digital marketing melalui konten digital yang dilakukan oleh merk produk kecantikan dan perawatan tubuh Scarlett melalui platform digital seperti website, dan media sosial terkait minat pembelian konsumen. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan metode analisis konten. Proses penelitian pada artikel ini melalui metode analisis konten pada kegiatan digital marketing yang dilakukan oleh Scarlett melalui website dan juga melalui media sosial seperti Instagram, TikTok dan Facebook. Dengan metode analisis konten dapat disimpulkan bahwa melalui digital marketing yang dilakukan oleh Scarlett, dapat membentuk branding nama serta mempertahankan reputasinya dalam bisnis, terutama melalui media digital. Bukti kuat yang dihasilkan dari penelitian ini adalah saat ini konten-konten digital Scarlett konsisten mempertahankan eksistensinya dalam konten digital marketing di media sosial dan website. Hal tersebut mencakup strategi konten yang menarik dan interaktif, promosi yang konsisten, penggunaan endorse beberapa public figure serta respon yang cepat terhadap feedback konsumen. Adanya hal tersebut memiliki kontribusi pada peningkatan minat beli konsumen.
Influencer Relations Dalam Membangun Brand Awareness: Evaluasi Metrik Reach Dan Impression Kampanye "Bloods" Di Instagram Rengganawati, Hana; Mira Renata, Mira Renata; farie arief rahman; Meilani Tri Hapsari
KOMVERSAL Vol. 8 No. 2 (2026): Komversal : Jurnal Komunikasi Universal
Publisher : Program Studi Hubungan Masyarakat Politeknik LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/komversal.v8i2.3163

Abstract

The proliferation of digital information technology has fundamentally reconfigured the paradigm of Public Relations (PR), steering it away from conventional media toward an increasingly interactive digital landscape. Among the principal strategies within contemporary Digital Public Relations is Influencer Relations, a tactic that capitalizes on the credibility of social media content creators to effectively mediate corporate or brand messaging to the target public. This research endeavors to evaluate the effectiveness of the Influencer Relations strategy in cultivating brand awareness, operationalized through the analysis of quantitative metrics, specifically reach and impressions. The object of this investigation is the digital campaign of the Indonesian local fashion brand "Bloods," executed during the month of October and engaging eight micro-influencers on the Instagram platform. Employing a descriptive quantitative approach, the message dissemination performance data were scrutinized on the basis of cost efficiency (Cost per Reach and Cost per Impression), alongside a comparative assessment of effectiveness between the Instagram Feed/Reels feature and the Instagram Story feature. The findings indicate that the utilization of micro-influencers with congruent content segmentation, encompassing lifestyle, culinary, and travel niches, generated a cumulative total of 23,924 impressions on Feed/Reels and 3,387 impressions on Story, attaining remarkably high levels of budgetary efficiency. Critically, the intrinsic characteristics of the creators were found to exert a more substantial influence on interaction rates and audience reach than did mere follower count. These findings substantiate the continued relevance of the Two-Step Flow Communication Theory and the Source Credibility Theory within the contemporary context of digital public relations tactics.
Co-Authors farie arief rahman Mira Renata Rengganawati, Hana