STRATEGI KOMUNIKASI PEMASARAN TIGA PENGELOLA ONLINE SHOP FASHION DI MEDIA SOSIAL INSTAGRAM @Styleilookss, @Floo_Fashionn, dan @Widbatik

HARSARI, NADHIRA (2022) STRATEGI KOMUNIKASI PEMASARAN TIGA PENGELOLA ONLINE SHOP FASHION DI MEDIA SOSIAL INSTAGRAM @Styleilookss, @Floo_Fashionn, dan @Widbatik. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of information technology has an impact on economic growth, especially in business industries such as fashion. This study aims to describe and analyze the marketing communication strategies of three fashion online shop managers on social media Instagram @styleilookss, Instagram @Floo_fashionn, and Instagram @widbatik. This study uses 3P theory in the marketing communication strategy developed by Crish Fill (2009) which consists of Pull Positioning Strategy, Push Positioning Strategy, and Profile-Positioning Strategy. The approach used in this research is descriptive qualitative method with data collection techniques through interviews and observations. Interviews were conducted with the owners of three online shop actors who use social media Instagram as the main tool in conducting marketing communications The results show that based on the Pull Positioning Strategy, the selection of Instagram social media sees the advantages it offers, such as easy to use, accessible anytime and anywhere, as the most trending social media today and has many users. The use of Instagram social media has the aim of disseminating product information by posting detailed products, attracting consumer interest and building brand awareness. Push Positioning Strategy where non-personal channels are digital marketing, event & experience and sales promotion. While personal in the form of direct marketing. Both personal and non-personal communication channels are used to support optimal results in realizing what you want to achieve. This can be seen from the various media used such as sales promotion, event and experiences and direct marketing. Sales promotion is carried out in the form of discounts or rebates. Events and experiences in the form of give away and Q n A. Lastly, direct marketing in the form of follow-up through the Direct Message feature and the use of WhatsApp. Profile-positioning strategy, three online shop actors set a strategy for their product image where widbatik is more depicted as a traditional Muslim and Muslim fashion product by carrying the concept of batik and kebaya for young couples, Floo_Fashion as traditional and modern Muslim and Muslim fashion for every age group. Lastly, Styleilooks as a fashion for all women, whether wearing hijab or not, with a casual concept that can be used in everyday life. Keyword: Instagram, Social Media, Marketing Communication Perkembangan teknologi informasi berdampak pada pertumbuhan ekonomi khususnya dalam industri usaha seperti fashion. Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis strategi komunikasi pemasaran tiga pengelola online shop fashion di media sosial Instagram @styleilookss, Instagram @Floo_fashionn, dan Instagram @widbatik. Penelitian ini menggunakan teori 3P dalam strategi komunikasi pemasaran yang dikembangkan oleh Crish Fill (2009) yang terdiri dari Pull Positioning Strategy, Push Positioning Strategy, dan Profile- Positioning Strategy. Pendekatan yang digunakan dalam penelitian ini yaitu dengan metode kualitatif deskriptif dengan Teknik pengumpulan data melalui wawancara dan observasi. Wawancara dilakaukan kepada owner dari tiga pelaku onlineshop yang memanfaatkan media sosial Instagram sebagai alat utama dalam melakukan komunikasi pemasaran Hasil penelitian menunjukan berdasarkan Pull Positioning Strategy pemilihan media sosial Instagram melihat keunggulan yang ditawarkan seperti mudah digunakan, dapat diakses kapanpun dan dimanapun, sebagai media sosial paling trend saat ini dan memiliki banyak pengguna. Penggunaan media sosial Instagram memiliki tujuan menyebarkan informasi produk dengan memposting produk secara detail, menarik minat konsumen dan membangun brand awareness. Push Positioning Strategy dimana saluran non personal berupa digital marketing, event & experience dan sales promotion. Sedangkan personal berupa direct marketing. Saluran komunikasi baik personal dan non personal digunakan untuk mendukung hasil optimal dalam mewujudkan yang ingin dicapai. Hal ini terlihat dari berbagai media yang digunakan seperti sales promotion, event and experiences dan direct marketing. Sales promotion dilakukan dalam bentuk diskon atau potongan harga. Event and experience dalam bentuk give away dan Q n A. Terakhir direct marketing dalam bentuk follow up melalui fitur Direct Message dan pemanfaatan whatsapp. Profile-positioning strategy tiga pelaku onlineshop menetapkan strategi terhadap citra produk mereka dimana widbatik lebih menggambarkan sebagai produk fashion muslim dan Muslimah yang tradisional dengan mengusung konsep batik dan kebaya untuk pasangan muda, Floo_Fashion sebagai fashion muslim dan Muslimah yang tradisional dan modern bagi setiap kalangan berdasarkan usia. Terakhir, Styleilooks sebagai fashion untuk semua wanita baik berhijab maupun tidak dengan konsep kasual yang dapat digunakan dalam kehidupan sehari-hari. Kata Kunci: Instagram, Sosial Media, Komunikasi Pemasaran

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