Penerapan Elemen STEPPS di Instagram Reels Moira Workshop - Lavender, Lavender; Candraningrum, Diah Ayu (Fakultas Ilmu Komunikasi Universitas Tarumanagara, 2025)
Social media, particularly Instagram, plays a significant role in helping companies and small businesses promote their products or services through features like Reels, which can quickly reach a broad audience. Digital marketing has now become a new trend known as viral marketing, a strategy that relies on word-of-mouth promotion through the internet. This study focuses on the utilization of Instagram Reels by Moira Workshop, which successfully attracted 800 participants within its first six months of operation. The objective of this research is to analyze the implementation of viral marketing in digital marketing at Moira Workshop. The study adopts the STEPPS framework: Social Currency, Trigger, Emotion, Practical Value, Public, and Stories. Using a qualitative approach and case study method, data were collected through interviews, observations, and literature reviews. The findings reveal that Moira Workshop has applied all elements of the STEPPS framework in its Instagram Reels. The results indicate that viral marketing plays a crucial role in digital marketing, particularly in rapidly expanding audience reach. Emotion and practical value emerged as key factors in the success of this viral marketing strategy. Media sosial khususnya Instagram membantu perusahaan dan usaha bisnis kecil untuk mempromosikan produk atau layanan melalui fitur seperti Reels, yang mampu menjangkau audiens secara luas dengan cepat. Pemasaran digital kini menjadi tren baru yang dikenal sebagai viral marketing, yaitu strategi pemasaran dari mulut ke mulut melalui jaringan internet. Penelitian ini berfokus pada pemanfaatan Instagram Reels oleh Moira Workshop, yang berhasil menarik 800 peserta dalam enam bulan pertama sejak didirikan. Tujuan dalam melakukan penelitian ini, yaitu menganalisis bagaimana implementasi viral marketing dalam pemasaran digital di Moira Workshop. Penelitian ini menggunakan konsep STEPPS: Social Currency, Trigger, Emotion, Practical Value, Public, Stories. Pendekatan kualitatif dan metode studi kasus, data penelitian diperoleh melalui wawancara, observasi, dan studi pustaka. Penelitian ini menemukan bahwa Moira Workshop telah melaksanakan seluruh elemen STEPPS dalam Instagram Reels. Hasil penelitian menunjukkan bahwa viral marketing memiliki peran penting dalam pemasaran digital, terutama dalam meningkatkan jangkauan audiens secara cepat. Faktor emotion dan practical value menjadi elemen kunci keberhasilan viral marketing ini.