Main Article Content
Abstract
General Background: Social media marketing has revolutionized the way businesses connect with customers, offering a powerful platform for promoting products and building brand awareness. Specific Background: This research focuses on the Instagram account @facetologyofficial, exploring how Facetology employs social media marketing strategies to engage consumers and drive sales. Knowledge Gap: Despite the increasing reliance on social media for marketing, there is limited research that specifically analyzes the application of social media marketing theories within local beauty brands on platforms like Instagram. Aims: The study aims to investigate the social media marketing strategies utilized by Facetology on Instagram, with a focus on their implementation of the 4Cs framework: context, communication, collaboration, and connection. Results: Employing a descriptive qualitative approach and observational data collection, the findings reveal that Facetology effectively applies the 4Cs: 1) Context—maintaining a consistent visual aesthetic across posts; 2) Communication—using photos and videos, particularly Instagram Stories for product reviews; 3) Collaboration—partnering with influencers for endorsements to enhance market reach and consumer trust; and 4) Connection—fostering customer relationships through active engagement in comments, direct messages, and sharing customer testimonials. Novelty: This study contributes to the understanding of how local beauty brands can leverage specific social media marketing strategies to enhance their online presence and customer engagement. Implications: The results highlight the importance of a structured social media marketing approach, suggesting that other businesses can benefit from implementing similar strategies to strengthen customer relationships and increase brand loyalty. This research provides practical insights for practitioners in the beauty industry aiming to optimize their social media marketing efforts.
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References
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References
R. Maharsi and A. Wulandari, “Analisis Pengembangan Konten Marketing Media Sosial Instagram Pada Umkm Gallery Rajut Bandung 2023,” e-Proceeding Appl. Sci., vol. 9, no. 6, pp. 2816–2821, 2023.
N. M. Aesthetika and N. T. Kusdiyanti, “Persepsi Review Produk Make Up Melalui Beauty di Vlogger Youtube,” Kanal J. Ilmu Komun., vol. 8, no. 2, pp. 83–87, 2020, doi: 10.21070/kanal.v8i2.181.
V. R. Lailia, “ISP-7 ‘Penerapan Strategi Pemasaran Digital Melalui Media Sosial Instagram Dalam Meningkatkan Penjualan Pada Arunazma,’” J. Manag. Soc. Sci., vol. 1, no. 2, pp. 1–10, 2023, [Online]. Available: https://doi.org/10.59031/jmsc.v1i2.161
D. Nur Amalia and S. Amalia, “Mufakat: Strategi Marketing Menggunakan Media Sosial Aerofood Acs Surabaya,” vol. 2, 2023, [Online]. Available: http://jurnal.anfa.co.id/index.php/mufakat
F. Amin, M. Mirza, and A. Suseno, “Strategi Digital Marketing Kafe Dom Social Hub Dalam Meningkatkan Brand Awareness di Sosial Media Instagram ( Studi Deskriptif Kualitatif Pada Akun @ Domsocialhub ),” vol. 2, no. 1, 2024.
N. Breliana and Ade Kusuma, “Strategi Pemasaran Media Sosial Royale Durian di Instagram,” J. Teknol. dan Manaj. Ind. Terap., vol. 3, no. I, pp. 90–95, 2024, doi: 10.55826/tmit.v3ii.245.
Shofiyah Khairunnisa, “Pengaruh Sosial Media Marketing Instagram, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Ms Glow (Studi Kasus Pada Konsumen Distributor Ms Glow Panakukkang Di Kota Makassar),” CEMERLANG J. Manaj. dan Ekon. Bisnis, vol. 2, no. 4, pp. 110–126, 2022, doi: 10.55606/cemerlang.v2i4.502.
A. D. Riyanto, “Hootsuite (We are Social): Indonesian Digital Report 2023,” andi.link. [Online]. Available: https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2023/
D. R. Indika and C. Jovita, “Media Sosial Instagram Sebagai Sarana Promosi Untuk Meningkatkan Minat Beli Konsumen,” J. Bisnis Terap., vol. 1, no. 01, pp. 25–32, 2017, doi: 10.24123/jbt.v1i01.296.
S. Neti, “Social Media and Its Role in Marketing,” Int. J. Enterp. Comput. Bus. Syst., vol. 1, no. 02, 2011, doi: 10.4172/2151-6219.1000203.
B. Solis, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. 2010.
D. Mafulla and A. Kholik, “Efektifitas Media Sosial Instagram Sebagai Strategi Promosi Online Kawasan Wisata Pacet Mojokerto,” El-idaarah (jurnal manajemen), vol. 1 no 2, no. 2, pp. 1–8, 2021, [Online]. Available: http://jurnal.stiedarulfalahmojokerto.ac.id/index.php/Jurnal-el-Idhara/article/download/87/114
R. R. Armayani, L. Chintiya Tambunan, R. M. Siregar, N. R. Lubis, and A. Azahra, “Analisis Peran Media Sosial Instagram dalam Meningkatkan Penjualan Online,” J. Pendidik. Tambusai, vol. 5, no. 3, pp. 8920–8928, 2021.
M. R. H. Sampir Andrean Sukoco, “PENGGUNAAN MEDIA SOSIAL INSTAGRAM SEBAGAI STRATEGI PEMASARAN (STUDI KASUS PADA AKUN RROUTDOORGEAR_OFFICIAL) SAMPIR,” Maj. Ilm. dian ilmu, vol. 20, no. 1, pp. 1–20, 2020.
Malvin Agustino, Yulia Herman, Rezky Dwiham Ginting, Anggun Dea Ananda, Annisya Mega Dwi Handayani, and Antony Sentoso, “Analisis Strategi Social Media Marketing Di Instagram Raja Parfum,” J. Cakrawala Ilm., vol. 2, no. 10, pp. 3757–3770, 2023, doi: 10.53625/jcijurnalcakrawalailmiah.v2i10.5833.
D. E. F. Dewi Untari, “Strategi Pemasaran Melalui Media Sosial Instagram (Studi Deskriptif Pada Akun @Subur_Batik),” J. Sekr. dan Manaj., vol. 2, no. 2, pp. 1–8, 2018.
D. M. Rizal, I. Irwan, and M. R. Yunus, “Peran Media Sosial Dalam Menjaga Loyalitas Pelanggan Toko Fantasy Mobile Di Biak,” Gema Kampus IISIP YAPIS Biak, vol. 17, no. 2, pp. 53–60, 2022, doi: 10.52049/gemakampus.v17i2.271.
T. Wakarmamu and S. M. Si, “METODE PENELITIAN KUALITATIF PENERBIT CV.EUREKA MEDIA AKSARA.”
S. M. N. Annisa, Ahdan.S, and A. Muttaqin, “Implementasi Digital Marketing Produk Funsit Id Melalui Media Sosial Instagram Dalam Meningkatkan Minat Beli Followers Di Kota Makassar Implementation of Digital Marketing for Funsit Id Products through Instagram Social Media in Increasing Interest in Buy,” pp. 164–172.