%A 1016031051 Ika Surya Fitri
%T Strategi Promosi Penjualan Produk pada Media Sosial Instagram (studi pada Akun Instagram Gloshop_stuff)
%X ABSTRAK

Banyaknya pengguna media sosial menumbuhkan kepentingan baru yaitu berpromosi. Keunggulan promosi melalui Instagram adalah cakupannya luas karena Instagram menggunakan fasilitas online dan terhubung dimanapun. Penelitian ini bertujuan untuk mendeskripsikan strategi promosi yang dilakukan oleh Gloshop_Stuff melalui Instagram.
Penelitian ini menggunakan teori e-WOM (Electronic Word of Mouth) dan menggunakan metode deskriptif kualitatif. Informan merupakan pemilik Gloshop_Stuff, pengelola Gloshop_Stuff, 5 konsumen dari Gloshop_Stuff dan 1 reseller Gloshop_Stuff. Teknik pengumpulan data dalam penelitian ini adalah wawancara mendalam, dokumentasi dan kepustakaan.
Hasil penelitian menunjukkan bahwa (1) strategi promosi yang dilakukan mencakup business promotion, trade promotion, sales force promotion dan consumer promotion; (2) Dalam menarik konsumen, Gloshop_Stuff memakai cara SFS (Shout For Shout), memanfaatkan konsumen yang merekomendasikan produknya, mengunggah foto asli, bersikap baik dalam melayani konsumen, meng-endorse selebgram, membalas pesan dari konsumen dengan cepat dan mengirim broadcast message; (3) Gloshop_Stuff menarik reseller dengan memberi harga lebih murah; (4) Berpromosi melalui Instagram dinilai efektif oleh Gloshop_Stuff dalam penjualan produknya.

Kata kunci: strategi promosi, Gloshop_Stuff, Instagram.





ABSTRACT

Many social media users grow new interests, and namely is promotion. The superiority promotion in Instagram is wide coverage because Instagram uses online facility and connected any time. The objective of this research was to describe promotion strategy conducted by Gloshop_Stuff through Instagram.

This research used e-WOM (Electronic Word of Mouth) theory and used descriptive qualitative method. Informant were owner of Gloshop_Stuff, administrator of Gloshop_Stuff, 5 customers of Gloshop_Stuff and 1 reseller of Gloshop_Stuff. Data were collected with deep interview, documentation and literary study.

The results showed that (1) promotion strategies included business promotion, trade promotion, sales force promotion and consumer promotion; (2) in drawing customers, Gloshop_Stuff used method of SFS (Shout For Shout), by using customers who recommend their product, uploading original photo, having good attitudes in serving customers, endorsing selebgram (Instragram celebrity) immediate replying messages from customers and broadcasting messages; (3) Gloshop_Stuff attracting resellers by providing cheaper prices; (4) having promotion through Instagram was commonly considered to be effective by Gloshop_Stuff in selling its products;

Keywords: promotion strategy, Gloshop_Stuff, Instagram

%C Universitas Lampung
%D 2015
%I Fakultas Ilmu Sosial dan Ilmu Politik
%L eprints12931