Analisis Strategi Customer Engagement Melalui Sosial Media Instagram @azrinabeauty

Authors

DOI:

https://doi.org/10.54144/jadbis.v11i4.11143

Keywords:

Social media Management, Customer Engagement, Content engagement, Media engagement, Engagement Marketing Activities

Abstract

Menggunakan media sosial Instagram sebagai alat pemasaran bagi brand untuk membangun customer engagement dengan followers agar bisnisnya dapat terus berkelanjutan. Engagement yang tinggi di Instagram dapat membantu brand meningkatkan penjualan serta menggali informasi mengenai konsumennya lebih jauh dengan melakukan berbagai macam interaksi menggunakan fitur-fitur yang ada di Instagram. Penelitian ini menganalisis tentang upaya apa saja yang dilakukan oleh brand kecantikan Azrina Beauty dalam meningkatkan customer engagement dengan followersnya. Peneliti menggunakan metode kualitatif yang pengumpulan datanya dilakukan dengan wawancara dan observasi. Hasil penelitian menunjukkan bahwa memaksimalkan penggunaan fitur-fitur Instagram dan mengaplikasikan konsep customer engagement yaitu content engagement (context dan communication), media engagement, dan engagement marketing activities (collaboration dan connection) merupakan upaya-upaya yang dilakukan dalam membangun customer engagement yang ternyata berpengaruh kepada peningkatan penjualan.

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Published

2023-12-31

Issue

Vol. 11 No. 4 (2023): Jurnal Administrasi Bisnis

Section

Articles

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