MENAKAR EFEKTIVITAS DIGITAL MARKETING VIA INSTAGRAM

Penulis

  • Putu Dian Restiana Dewi Universitas Pendidikan Nasional, Indonesia
  • Gede Sri Darma Universitas Pendidikan Nasional, Indonesia

DOI:

https://doi.org/10.29040/jie.v6i1.3023

Abstrak

The phenomenon of economic globalization worldwide encourages almost all levels of society to be connected via the internet and sosial media. In business development, an effective marketing strategy is needed to welcome these technological advances. The more technological advances are developing, the advancement of sosial media such as Instagram relies on user-uploaded images to share, like, and comment. This study aimed to determine the marketing effectiveness of clothing and culinary entrepreneurs using sosial media Instagram in Bali Province. The research design used is qualitative research with the type of phenomenological research. The samples in this study were four clothing and culinary business informants who used sosial media Instagram as promotional media, which took purposively. Data collection techniques used were in-depth interviews, field observations and checking related documents. Based on the research results, using Instagram sosial media to promote clothing and culinary businesses is quite effective and brings additional income for informants.

Referensi

Abbas, F. (2015). Pengaruh Marketing Mix Terhadap Kepuasan Konsumen Pada Home Industry Moshimoshi Cake Samarinda. EJournal Administrasi Bisnis, 3(1), 246.

Armstrong, G., & Kotler, P. (2015). Marketing: An Introduction, 12th Edition. England: Pearson Education, Inc.

Budiyono, B., & Sutianingsih, S. (2021). Peran Kepuasan Pelanggan Dalam Memoderasi Pengaruh Perceived Value Terhadap Loyalitas Pelanggan. EKUITAS (Jurnal Ekonomi Dan Keuangan), 5(4), 445-469.

Budiyono, M. T. I., Muliasari, D., & Putri, S. A. R. (2021). An analysis of customer satisfaction levels in islamic banks based on marketing mix as a measurement tool. Annals of the Romanian Society for Cell Biology, 2004-2012.

Carr, C. T., & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23(1), 46–65. https://doi.org/10.1080/15456870.2015.972282

Ghazali, M. (2016). Buat Duit Dengan FB & Instagram. PTS Publishing House Sdn. Bhd.

Hartono, H., Hutomo, K., & Mayangsari, M. (2014). Pengaruh Strategi Pemasaran Terhadap Peningkatan Penjualan Pada Perusahaan †Dengan Menetapkan Alumni Dan Mahasiswa Universitas Bina Nusantara Sebagai Objek Penelitian. Binus Business Review, 3(2), 882–897.

Haryani, I., Putri, Y. R., & Ali, D. S. F. (2015). Strategi komunikasi penggunaan media sosial sebagai media promosi band indie Mustache and Beard. EProceedings of Management, 2(3).

Kotler, P., & Amstrong, G. (2012). Prinsip - Prinsip Pemasaran. Edisi ke 13. Jakarta : Erlangga.

Kusuma, I. L., Dewi, M. W., & Tho’in, M. (2021). Analysis of the effect of human resources competency, utilization of technological information, and internal control systems on the value of financial reporting information. Annals of the Romanian Society for Cell Biology, 14628-14638.

Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. SAGE Publications.

Patimah, S., & Gorda, A. A. N. O. S. (2017). Strategi Social Media Marketing: Model Endorsement Selebgram. Jurnal Manajemen Dan Bisnis, 14(2), 151–174.

Pranata, I. M. B. (2013). Strategi Promosi Melalui Social Media Networking. Jurnal Manajemen Bisnis, 10(1), 22–33.

Pranawa, I. P. L. A., & Abiyasa, A. P. (2019). Digital Marketing dan Hedonisme Dalam Pengambilan Keputusan Pembelian. Jurnal Manajemen Bisnis, 16(4), 58–74.

Prastiyo, A., Fathoni, A., & Malik, D. (2018). Strategi pemasaran produk jahe merah melalui analisis SWOT pada perusahaan UD. Barokah Ungaran. Journal of Management, 4(4).

Ratih, H. (2005). Bauran pemasaran dan loyalitas konsumen. Bandung: Alfabeta.

Sari, A. K. (2017). Analisis strategi pemasaran dalam upaya meningkatkan penjualan pada perusahaan telkomsel distribution center bojonegoro. Jurnal Ilmu Sosial Dan Humaniora, 5(1), 1–26.

Susan, G. (2010). 30-Minute Social Media Marketing: Step-By-Step Techniques to Spread the Word about Your Business. USA: McGraw Hill Education.

Swastha, B. (2005). Manajemen Penjualan, Cetakan Keduabelas. Yogyakarta : BPFE.

Unduhan

File Tambahan

Diterbitkan

2021-12-27

Cara Mengutip

Dewi, P. D. R., & Darma, G. S. (2021). MENAKAR EFEKTIVITAS DIGITAL MARKETING VIA INSTAGRAM. JURNAL ILMIAH EDUNOMIKA, 6(1), 83–94. https://doi.org/10.29040/jie.v6i1.3023

Terbitan

Vol 6 No 1 (2022): EDUNOMIKA : Vol. 06, No. 01, 2022

Bagian

Articles

Citation Check