IRMASARI, DEWI (2019) STRATEGI PROMOSI ERHASTORE.CO.ID MELALUI INSTAGRAM STORY UNTUK MENUMBUHKAN AWARENESS (Studi Kualitatif Deskriptif pada ERHA Tahun 2019). S1 thesis, Universitas Mercu Buana.
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Abstract
The development of the internet is not only encouraging in digital terms, but also changes in communication where marketers carry out promotions not only traditional but digital media collaboration. The development of digital media also encouraged the birth of a new media, namely social media. The number of followers was large, like one of them Instagram. This thesis discusses ‘Promotion Strategy of ERHASTORE.CO.ID Through Instagram Story To Grow Awareness’. By using the Descriptive Qualitative method and direct interviews and observations, researchers obtain data that the promotion strategy carried out by ERHASTORE.CO.ID uses Instagram Story with the Swipe Up feature. In spreading its constituents, ERHASTORE.CO.ID uses 39 beauty influencers to raise awareness of its target consumers. The research subjects in this thesis are Head of Business of ERHASTORE.CO.ID, Head of Strategic Communic 8 Agency, ERHA consumers, and Instagram social media users. The results of data collection compiled from 39 beauty influencers show that Instagram Story content with Swipe Up feature generated 155,332 reach content and 1,715 accounts visited the ERHASTORE.CO.ID website using the Swipe Up feature. Keywords: Instagram, Instagram Story, Swipe Up, Beauty Influencer Perkembangan internet tidak hanya mendorong dalam hal digital saja, tetapi juga perubahan pada komunikasi di mana para pemasar melakukan promosi bukan hanya tradisional melainkan kolaborasi media digital. Perkembangan media digital juga mendorong lahirnya sebuah media baru, yakni media sosial. Jumlah pengikutnya pun besar, seperti salah satunya Instagram. Skripsi ini membahas tentang ‘Strategi Promosi ERHASTORE.CO.ID Melalui Instagram Story Untuk Menumbuhkan Awareness’. Dengan menggunakan metode Kualitatif Deskriptif dan wawancara serta observasi secara langsung, peneliti mendapatkan data bahwa strategi promosi yang dilakukan ERHASTORE.CO.ID menggunakan Instagram Story dengan fitur Swipe Up. Dalam penyebaran konstennya, ERHASTORE.CO.ID menggunakan 39 beauty influencer untuk menumbuhkan awareness target konsumennya. Subjek penelitian dalam skripsi ini adalah Head Business of ERHASTORE.CO.ID, Head of Strategic Communic 8 Agency, konsumen ERHA, dan pengguna media sosial Instagram. Hasil dari pengumpulan data-data yang dihimpun dari 39 beauty influencer menunjukkan bahwa konten Instagram Story dengan fitur Swipe Up menghasilkan 155.332 paparan konten (reach) dan 1.715 akun berkunjung ke website ERHASTORE.CO.ID menggunakan fitur Swipe Up. Kata kunci: Instagram, Instagram Story, Swipe Up, Beauty Influencer
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