Implementation of social media marketing in increasing brand awareness on instagram accounts @Feraastriamakeup
Article Sidebar
Published:
Aug 30, 2023
Keywords:
Brand Awarenenss, Instagram, Social Media
Section
Informtion System
Statistics Article
Article View : 177 Times
Main Article Content
Abstract
Social media has now become a trend in the world of marketing communications. The purpose of this study is to determine the implementation of social media marketing in increasing brand awareness on Instagram accounts. The type of research chosen by the researcher is a type of qualitative research. Qualitative research is research. In increasing Brand Awareness on the Instagram account @feraastriamakeup influenced by several variables, namely Customer Engagement, Viral Marketing, Buzz Marketing, Peer Influence, and Online Communities. From the results of the interview, it can be concluded that the content review from the Customer is considered good where the content presented by @feraastriamakeup is very interesting and keeps up with the times. Whereas in terms of reservations, Customer @feraastriamakeup prefers to use Social media Instagram and Whatsapp. The use of social media Instagram on @feraastriamakeup and consumer responses to the formation of Brand Awareness at @feraastriamakeup has a very big influence where customer perceptions are not only on the price of make-up services but on the quality of make-up.
Downloads
Download data is not yet available.
Article Details
How to Cite
Veren Nica, A., Wahyuni Arsyad, A. and Purwanti, S. (2023) “Implementation of social media marketing in increasing brand awareness on instagram accounts @Feraastriamakeup”, Jurnal Mantik, 7(2), pp. 1026-1034. doi: 10.35335/mantik.v7i2.3884.
References
Angelyn, A., & Kodrat, D. S. (2021). The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(1). https://doi.org/10.37715/rmbe.v1i1.1946
Apdillah, D., Salam, A., Tania, I., & Lubis, L. K. A. (2022). OPTIMIZING COMMUNICATION ETHICS IN THE DIGITAL AGE. JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB), 1(3). https://doi.org/10.55047/jhssb.v1i3.143
Arayankalam, J., & Krishnan, S. (2021). Relating foreign disinformation through social media, domestic online media fractionalization, government’s control over cyberspace, and social media-induced offline violence: Insights from the agenda-building theoretical perspective. Technological Forecasting and Social Change, 166. https://doi.org/10.1016/j.techfore.2021.120661
Ardianto, Y. (2019). Memahami Metode Penelitian Kualitatif. In Djkn (Issue 2).
Balio, S., & Casais, B. (2021). A content marketing framework to analyze customer engagement on social media. In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business. https://doi.org/10.4018/978-1-7998-9020-1.ch016
Ceron, A. (2015). Internet, News, and Political Trust: The Difference Between Social Media and Online Media Outlets. Journal of Computer-Mediated Communication, 20(5). https://doi.org/10.1111/jcc4.12129
Cheng, Y., Hung-Baesecke, C. J. F., & Chen, Y. R. R. (2021). Social Media Influencer Effects on CSR Communication: The Role of Influencer Leadership in Opinion and Taste. International Journal of Business Communication. https://doi.org/10.1177/23294884211035112
Connell, C., Marciniak, R., & Carey, L. D. (2021). The Customer Engagement Journey: Establishing Propositions. In New Perspectives on Critical Marketing and Consumer Society. https://doi.org/10.1108/978-1-83909-554-220211008
Erizal, N. (2021). The Influence Of Tiktok Applications On The Consumption Behavior Of Adolescents In Online Shopping. International Journal of Cultural and Social Science, 2(1).
Janavi, E., Soleimani, M., Gholampour, A., Friedrichsen, M., & Ebrahimi, P. (2021). Effect of social media adoption and media needs on online purchase behavior: The moderator roles of media type, gender, age. Journal of Information Technology Management, 13(2). https://doi.org/10.22059/jitm.2020.300799.2501
Mammadli, G. (2021). The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3834011
McDougall, J., Readman, M., & Wilkinson, P. (2018). The uses of (digital) literacy. Learning, Media and Technology, 43(3). https://doi.org/10.1080/17439884.2018.1462206
Muhajir, Mukaromah, H., Fathudin, Purwanti, K. L., Al Ansori, Y., Fahlevi, M., Rosmayati, S., Tanjung, R., Budiarti, R. H. S., Rosyadi, & Purwanto, A. (2022). The role of buzz and viral marketing strategic on purchase intention and supply chain performance. Uncertain Supply Chain Management, 10(2). https://doi.org/10.5267/j.uscm.2021.11.002
Naufal, H. A. (2021). LITERASI DIGITAL. Perspektif, 1(2). https://doi.org/10.53947/perspekt.v1i2.32
Nurjani, N. P. (2018). Disrupsi Industri 4.0; Implementasi, Peluang Dan Tantangan Dunia Industri Indonesia. Jurnal Ilmiah Vastuwidya, 1(2).
Nursapia, H. (2020). Penelitian Kualitatif. In Jurnal EQUILIBRIUM (Vol. 5, Issue January).
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2). https://doi.org/10.1016/j.bushor.2020.12.004
Pick, M. (2021). Psychological ownership in social media influencer marketing. European Business Review, 33(1). https://doi.org/10.1108/EBR-08-2019-0165
Puriwat, W., & Tripopsakul, S. (2021). The role of viral marketing in social media on brand recognition and preference. Emerging Science Journal, 5(6). https://doi.org/10.28991/esj-2021-01315
Rasdin, R., Mulyati, Y., & Kurniawan, K. (2021). Fenomena Tik Tok sebagai Media Komunikasi Edukasi. Seminar Internasional Riksa Bahasa.
Reichstein, T., & Brusch, I. (2019). The decision-making process in viral marketing—A review and suggestions for further research. In Psychology and Marketing (Vol. 36, Issue 11). https://doi.org/10.1002/mar.21256
Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4). https://doi.org/10.1080/10496491.2020.1851847
Satrio, D., Priyanto, S. H., & Nugraha, A. K. N. A. (2020). Viral marketing for cultural product: The role of emotion and cultural awareness to influence purchasing intention. Montenegrin Journal of Economics, 16(2). https://doi.org/10.14254/1800-5845/2020.16-2.6
Simsir, I., & Mete, B. (2022). Digital Age of Human Resources Management. In Special Human Resource Management Practices and Strategy.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (1st ed.). Penerbit Alfabeta.
Susanto, A. (2016). Analisis Kondisi Digital Poverty di Indonesia. Jurnal Penelitian Pos Dan Informatika, 6(2). https://doi.org/10.17933/jppi.2016.060204
Suwardana, H. (2018). Revolusi Industri 4. 0 Berbasis Revolusi Mental. JATI UNIK?: Jurnal Ilmiah Teknik Dan Manajemen Industri, 1(1). https://doi.org/10.30737/jatiunik.v1i2.117
Ulusu, Y., Suher, H. K., Türkeli, Ö., & Bir, G. (2021). The Effect of e-Service Quality, e-Satisfaction, and e-Loyalty on Consumers’ Online Repurchase Intentions during Pandemic in Turkey. In New Communication in the Post-Pandemic Era: Media, Education, and Information.
Apdillah, D., Salam, A., Tania, I., & Lubis, L. K. A. (2022). OPTIMIZING COMMUNICATION ETHICS IN THE DIGITAL AGE. JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB), 1(3). https://doi.org/10.55047/jhssb.v1i3.143
Arayankalam, J., & Krishnan, S. (2021). Relating foreign disinformation through social media, domestic online media fractionalization, government’s control over cyberspace, and social media-induced offline violence: Insights from the agenda-building theoretical perspective. Technological Forecasting and Social Change, 166. https://doi.org/10.1016/j.techfore.2021.120661
Ardianto, Y. (2019). Memahami Metode Penelitian Kualitatif. In Djkn (Issue 2).
Balio, S., & Casais, B. (2021). A content marketing framework to analyze customer engagement on social media. In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business. https://doi.org/10.4018/978-1-7998-9020-1.ch016
Ceron, A. (2015). Internet, News, and Political Trust: The Difference Between Social Media and Online Media Outlets. Journal of Computer-Mediated Communication, 20(5). https://doi.org/10.1111/jcc4.12129
Cheng, Y., Hung-Baesecke, C. J. F., & Chen, Y. R. R. (2021). Social Media Influencer Effects on CSR Communication: The Role of Influencer Leadership in Opinion and Taste. International Journal of Business Communication. https://doi.org/10.1177/23294884211035112
Connell, C., Marciniak, R., & Carey, L. D. (2021). The Customer Engagement Journey: Establishing Propositions. In New Perspectives on Critical Marketing and Consumer Society. https://doi.org/10.1108/978-1-83909-554-220211008
Erizal, N. (2021). The Influence Of Tiktok Applications On The Consumption Behavior Of Adolescents In Online Shopping. International Journal of Cultural and Social Science, 2(1).
Janavi, E., Soleimani, M., Gholampour, A., Friedrichsen, M., & Ebrahimi, P. (2021). Effect of social media adoption and media needs on online purchase behavior: The moderator roles of media type, gender, age. Journal of Information Technology Management, 13(2). https://doi.org/10.22059/jitm.2020.300799.2501
Mammadli, G. (2021). The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3834011
McDougall, J., Readman, M., & Wilkinson, P. (2018). The uses of (digital) literacy. Learning, Media and Technology, 43(3). https://doi.org/10.1080/17439884.2018.1462206
Muhajir, Mukaromah, H., Fathudin, Purwanti, K. L., Al Ansori, Y., Fahlevi, M., Rosmayati, S., Tanjung, R., Budiarti, R. H. S., Rosyadi, & Purwanto, A. (2022). The role of buzz and viral marketing strategic on purchase intention and supply chain performance. Uncertain Supply Chain Management, 10(2). https://doi.org/10.5267/j.uscm.2021.11.002
Naufal, H. A. (2021). LITERASI DIGITAL. Perspektif, 1(2). https://doi.org/10.53947/perspekt.v1i2.32
Nurjani, N. P. (2018). Disrupsi Industri 4.0; Implementasi, Peluang Dan Tantangan Dunia Industri Indonesia. Jurnal Ilmiah Vastuwidya, 1(2).
Nursapia, H. (2020). Penelitian Kualitatif. In Jurnal EQUILIBRIUM (Vol. 5, Issue January).
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2). https://doi.org/10.1016/j.bushor.2020.12.004
Pick, M. (2021). Psychological ownership in social media influencer marketing. European Business Review, 33(1). https://doi.org/10.1108/EBR-08-2019-0165
Puriwat, W., & Tripopsakul, S. (2021). The role of viral marketing in social media on brand recognition and preference. Emerging Science Journal, 5(6). https://doi.org/10.28991/esj-2021-01315
Rasdin, R., Mulyati, Y., & Kurniawan, K. (2021). Fenomena Tik Tok sebagai Media Komunikasi Edukasi. Seminar Internasional Riksa Bahasa.
Reichstein, T., & Brusch, I. (2019). The decision-making process in viral marketing—A review and suggestions for further research. In Psychology and Marketing (Vol. 36, Issue 11). https://doi.org/10.1002/mar.21256
Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4). https://doi.org/10.1080/10496491.2020.1851847
Satrio, D., Priyanto, S. H., & Nugraha, A. K. N. A. (2020). Viral marketing for cultural product: The role of emotion and cultural awareness to influence purchasing intention. Montenegrin Journal of Economics, 16(2). https://doi.org/10.14254/1800-5845/2020.16-2.6
Simsir, I., & Mete, B. (2022). Digital Age of Human Resources Management. In Special Human Resource Management Practices and Strategy.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (1st ed.). Penerbit Alfabeta.
Susanto, A. (2016). Analisis Kondisi Digital Poverty di Indonesia. Jurnal Penelitian Pos Dan Informatika, 6(2). https://doi.org/10.17933/jppi.2016.060204
Suwardana, H. (2018). Revolusi Industri 4. 0 Berbasis Revolusi Mental. JATI UNIK?: Jurnal Ilmiah Teknik Dan Manajemen Industri, 1(1). https://doi.org/10.30737/jatiunik.v1i2.117
Ulusu, Y., Suher, H. K., Türkeli, Ö., & Bir, G. (2021). The Effect of e-Service Quality, e-Satisfaction, and e-Loyalty on Consumers’ Online Repurchase Intentions during Pandemic in Turkey. In New Communication in the Post-Pandemic Era: Media, Education, and Information.
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.