Strategi promosi Urban Sneaker Society melalui akun instagram dengan memanfaatkan tren hypebeast pada generasi milenial

Cherri, Cherri (2020) Strategi promosi Urban Sneaker Society melalui akun instagram dengan memanfaatkan tren hypebeast pada generasi milenial. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hypebeast adalah tren dimana anak-anak muda terobsesi dengan barang – barang fashion terbaru dan mengkoleksi barang-barang tersebut untuk tampil keren di mata orang lain. Namun tidak banyak media baik elektronik maupun cetak yang memberikan informasi atau edukasi lebih lengkap mengenai produk hypebeast seperti sneakers. Sehingga hal tersebut memberikan peluang kepada Urban Sneaker Society (USS), dimana USS hadir sebagai media informasi soalsneakersdi Indonesia. Salah satu strategi promosi yang sedang tren saat ini adalah melalui media sosial. Melihat banyaknya followers USS di Instagram dan tren hypebeast, maka peneliti sebagai mahasiswa komunikasi akan memfokuskan pada USS (Urban Sneaker Society) dengan memanfaatkan tren hypebeast kepada generasi milenial. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data penelitian dilakukan dengan wawancara dan observasi sebagai sumber data primer, serta studi kepustakaan sebagai pelengkap data sekunder. Hasil penelitian menunjukkan bahwa strategi promosi yang dilakukan Urban Sneaker Society melalui akun Instagram yaitu seperti postingan foto dan caption foto yang sangat menarik serta menjadi sponsorhip melalui event-event, terkadang juga mengadakan giveaway, dimana giveaway yang dilakukan yaitu bekerja sama baik dengan brand luar ataupun brand lokal. Selain itu, USS menggunakan tipe pulling-strategy melalui postingan foto pada akun pribadinya yang memicu Word-of-Mouth. / Hypebeast is a trend where young people are obsessed with the latest fashion items and collect these items to look cool in other people’s eyes. However, there are not many electronic or printed media that provides more complete information or education about hypebeast products such as sneakers. So, this gives an opportunity for the Urban Sneaker Society (USS), where USS is present as a medium of information about sneakers in Indonesia. One promotional strategy that is currently trending is through social media. Seeing the number of followers USS on Instagram and the hypebeast trend, then researchers as communication students will focus on the USS (Urban Sneaker Society) by utilizing hypebeast trend for millennials. This research uses a qualitative approach with descriptive research methods. Research data collection is done by interviews and observations as a primary data source, and literature study as a secondary data supplement. The results showed that the strategy of the campaign carried out Urban Sneaker Society through Instagram account is like posting photos and captions of photos that are very interesting as well as a sponsorship through some events, sometimes also held a giveaway, where the giveaway is done by working well with the overseas brand or local brand. In addition, USS uses a pulling-strategy type through posting photos on his personal account that triggers Word-of-Mouth.

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