Peran micro influencer terhadap strategi pemasaran brand vitalis pada media sosial Instagram

Felita, Priska (2018) Peran micro influencer terhadap strategi pemasaran brand vitalis pada media sosial Instagram. Masters thesis, Universitas Pelita Harapan.

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Abstract

The Internet with various types of social media has grown in Indonesia and gained the attention of most people, especially the technology in communication. One of the popular social media is Instagram, not only communicate, social media has also been used as a tool for marketing by several brands. The brand that has used this strategy is Vitalis, who uses Instagram as a marketing tool in the Vitalis Body Scent re-launch program by using several micro-influencers to upload photos in their personal Instagram account. This research is qualitative and using thematic analysis method with case study approach with the aim to explain how the process of determining micro influencer and process of constructing a micro influencer message to the consumer in Instagram to marketing program of Vitalis Body Scent, and explaining the communication made by brand Vitalis to micro influencers and forms of micro messenger message construction to online media consumers Instagram using message production theory. The results of the analysis show that the use of micro influencers can be used in marketing strategies for the brand and also for the online shop. To support the construction of messages there are four main themes: Instagram display, average engagement, price per follower, and more follower range. Related to this researchers get three important themes for the selection of professional micro influencers from the point of view of the brand that looks beautiful and attractive, upload photos of good quality and interesting, clear and easy to accept delivery. / Internet dengan beragam jenis media sosial telah berkembang di Indonesia dan mendapat perhatian sebagaian besar masyarakat, khususnya teknologi dalam komunikasi. Salah satu media sosial yang digemari adalah Instagram, tidak hanya berkomunikasi, media sosial ini juga sudah digunakan sebagai alat untuk pemasaran oleh beberapa brand. Brand yang sudah menggunakan strategi ini adalah Vitalis, yang menggunakan Instagram sebagai alat pemasaran dalam program re-launch Vitalis Body Scent dengan menggunakan beberapa micro influencer untuk mengunggah foto dalam akun Instagram pribadi mereka. Penelitian ini bersifat kualitatif dan menggunakan metode analisis tematik dengan pendekatan studi kasus dengan tujuan untuk menjelaskan bagaimana proses penentuan micro influencer dan proses mengonstruksi sebuah pesan micro influencer kepada konsumen di Instagram terhadap program pemasaran Vitalis Body Scent, serta menjelaskan komunikasi yang dilakukan pihak brand Vitalis terhadap micro influencer dan bentuk konstruksi pesan micro influencer kepada konsumen media online Instagram dengan menggunakan teori produksi pesan. Hasil analisis menunjukan bahwa penggunaan micro influencer dapat digunakan dalam strategi pemasaran bagi pihak brand dan juga untuk online shop. Untuk mendukung terbentuknya konstruksi pesan terdapat empat tema utama yaitu: tampilan Instagram, rata-rata engagement, harga per follower, dan jangkauan follower yang lebih banyak. Berkaitan dengan hal ini peneliti mendapatkan tiga tema penting untuk pemilihan micro influencer yang profesionalitas dari sudut pandang pihak brand yaitu berpenampilan cantik dan menarik, unggahan foto berkualitas baik dan menarik, pernyampaian jelas dan mudah diterima.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Felita, PriskaNIM00000013783UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWinter, Riani E. InkiriwangNIDN9903014780UNSPECIFIED
Additional Information: T 89-15 FEL p
Uncontrolled Keywords: Micro Influencer ; Instagram ; Brand
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Phillips Iman Heri Wahyudi
Date Deposited: 19 Nov 2020 04:40
Last Modified: 26 Feb 2022 04:27
URI: http://repository.uph.edu/id/eprint/12333

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