HARDI, FARAMITHA NURAINI JAMILAH (2022) ANALISIS ISI MEDIA SOSIAL INSTAGRAM WARDAH COSMETICS @WARDAHBEAUTY SEBAGAI MEDIA PROMOSI (PERIODE DESEMBER 2021). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 Cover.pdf Download (339kB) | Preview |
|
|
Text (ABSTRAK)
02 Abstrak.pdf Download (135kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
03 BAB 1.pdf Restricted to Registered users only Download (266kB) |
|
|
Text (BAB II)
04 BAB 2.pdf Restricted to Registered users only Download (257kB) |
|
|
Text (BAB III)
05 BAB 3.pdf Restricted to Registered users only Download (80kB) |
|
|
Text (BAB IV)
06 BAB 4.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB V)
07 BAB 5.pdf Restricted to Registered users only Download (72kB) |
|
|
Text (DAFTAR PUSTAKA)
09 Daftar Pustaka.pdf Restricted to Registered users only Download (23kB) |
|
|
Text (LAMPIRAN)
10 Lampiran.pdf Restricted to Registered users only Download (1MB) |
Abstract
In the current era of digitalization, it has changed information into alldigital and makes it easier to access in terms of communication. In the development of digital technology, the role of social media is very important. Not only as a media for exchanging information, the role of social media has also been used as a media for promotion. One of them is used by Wardah Cosmetics. This study aims to determine the analysis of the social media content of Wardah Cosmetics Instagram as a promotional media using qualitative analysis methods. The theoretical study of this research includes marketing communications, marketing communication strategies, promotional media, new media (new media), social media (social media), Instagram and content analysis. The paradigm used is the constructivism paradigm with a qualitative approach to qualitative content analysis methods. The Instagram account @wardahbeauty as a data observation conducted in December 2021. This study uses the Instagram account @wardahbeauty as observation data carried out in December 2021. Based on the results of this study indicate that Wardah Cosmetics successful in using Instagram as a promotional medium. Interesting content with very high creativity has made Wardah get the attention of many people. Keywords: Social Media, Instagram, Wardah Cosmetics Di era digitalisasi saat ini telah mengubah informasi menjadi serba digital dan mempermudah akses dalam hal berkomunikasi. Dalam hal ini peran media sosial sangatlah penting. Tidak hanya sebagai media untuk bertukar informasi semata peran media sosial juga telah dimanfaatkan sebagai media untuk berpromosi. Salah satunya dimanfaatkan oleh Wardah Cosmetics. Penelitian ini bertujuan untuk mengetahui analisis isi media sosial Instagram Wardah Cosmetics sebagai media promosi. Kajian teoritis penelitian ini meliputi komunikasi pemasaran, strategi komunikasi pemasaran, media promosi, media baru (new media), media sosial (social media), Instagram dan analisi isi. Paradigma yang digunakan adalah paradigma konstruktivisme dengan pendekatan kualitatif metode analisis isi kualitatif. Penelitian ini menggunakan akun Instagram @wardahbeauty sebagai data observasi yang dilakukan pada Desember 2021. Hasil dari penelitian ini menunjukkan bahwa Wardah Cosmetics sangat pandai dalam memanfaatkan Instagram sebagai media promosi. Isi konten yang menarik dengan kreatifitas yang sangat tinggi membuat Wardah memperoleh perhatian dari banyak individu. Kata Kunci : Media Sosial, Instagram, Wardah Cosmetics
Actions (login required)
 |
View Item |
