Strategi marketing pluffy's choice dalam menggunakan influencer di instagram = The strategic marketing pluffy’s choice in using influencer on instagram

Rakhamawati, Nissa (2020) Strategi marketing pluffy's choice dalam menggunakan influencer di instagram = The strategic marketing pluffy’s choice in using influencer on instagram. Bachelor thesis, Universities Pelita Harapan.

[img] Text (Title)
Title.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (510kB)
[img]
Preview
Text (Abstract)
Abstrak.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (189kB) | Preview
[img]
Preview
Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (229kB) | Preview
[img]
Preview
Text (Chapter1)
BAB 1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (833kB) | Preview
[img] Text (Chapter2)
BAB 2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[img] Text (Chapter3)
BAB 3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (256kB)
[img] Text (Chapter4)
BAB 4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (326kB)
[img] Text (Chapter5)
BAB 5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (2MB)
[img] Text (Chapter6)
BAB 6.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (184kB)
[img]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (185kB) | Preview
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)

Abstract

Pluffy’s Choice merupakan salah satu local brand di Indonesia. Felicia Pluffy selaku Owner dari Pluffy’s Choice memulai bisnis pada awalnya melalui Black Berry Messenger dan pada tahun 2013 beralih ke media sosial Instagram. Hingga saat ini sudah 8 tahun Pluffy’s Choice menjalani bisnis online. Persaingan antara pembisnis online bukanlah hal yang mudah, maka dari itu Pluffy’s Choice menggunakan influencer di Instagram sebagai strategi marketingnya. Penelitian ini menggunakan pendekatan kualitatif dan menggunakan metode penelitian deskriptif. Pengumpulan data pada penelitian ini melalui wawancara mendalam yang melibatkan 3 narasumber serta observasi terhadap akun Instagram Pluffy’s Choice dan akun – akun Instagram para influencer/selebgram yang berkerja sama dengan pluffy’s Choce. Dapat disimpulkan bahwa strategi marketing Pluffy’s Choice dengan menggunakan Influencer di Instagram yang dilakukan dengan cara melakukan endorsement kepada setiap influencer yang memenuhi kriteria Pluffy’s Choice. Melakukan endorsement kepada Influencer / Selebgram di Instagram rupanya memberikan hasil yang baik kepada Pluffy’s Choice dan produknya dengan menaikan penjualan, hingga menaiknya pengikut di Instagram/Pluffy’s Choice is one of the local brands in Indonesia. Felicia Pluffy as the Owner of Pluffy’s Choice started the business initially through BlackBerry Messenger and in 2013 switched to Instagram social media. Now, it's been 8 years Pluffy’s Choice underwent online business. Competition between online businesses is not easy, so Pluffy’s Choice uses influencers on Instagram as its marketing strategy. This research uses a qualitative approach and uses descriptive research methods. Collecting data in this study through in-depth interviews involving 3 sources as well as observations of Pluffy's Choice Instagram accounts and influencers / celebrity Instagram accounts that works with Pluffy’s Choice. It can be concluded that Pluffy's Choice marketing strategy using Influencers on Instagram is done by endorsing every influencer that meets Pluffy's Choice criteria. Endorsing Influencers / Selebgrams on Instagram apparently gives good results to Pluffy’s Choice and its products by increasing sales, to increasing followers on Instagram.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Rakhamawati, NissaNIM00000013674nissarhmw@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPamungkas, SigitNIDN0316127301UNSPECIFIED
Uncontrolled Keywords: online shop; media sosial Instagram; selebgram; influencer di Instagram; endorsement
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 1786 not found.
Date Deposited: 19 Feb 2020 07:20
Last Modified: 28 Jul 2020 15:56
URI: http://repository.uph.edu/id/eprint/7512

Actions (login required)

View Item View Item