INSTAGRAM: INTEGRATED MARKETING COMMUNICATION (IMC) SEBAGAI STRATEGI PENJUALAN BAGI MAKE UP ARTIS (MUA)

Authors

  • Desy Wahyuningrum Mujiati UNJ
  • Basuki Wibawa Universitas Negeri Jakarta
  • Cici Sylvia Universitas Negeri Jakarta
  • Tri Helpy Purnamadani Universitas Negeri Jakarta

DOI:

https://doi.org/10.38043/jids.v4i2.2418

Keywords:

Makeup Artist, Instagram, Komunikasi, Pemasaran

Abstract

Meningkatnya jumlah MUA di Indonesia yang menggunakan Instagram sebagai media promosi, namun nyatanya masih banyak MUA yang tidak mengerti cara pemasaran di Instagram yang mengakibatkan penjualan jasa di bidang make up sepi pelanggan. Kontribusi penelitian ini untuk meningkatkan kewirausahaan melalui sektor jasa di bidang kecantikan. Penelitan ini bertujuan menghasilkan toolkit berupa informasi strategi penggunaan Instagram sebagai media dalam komunikasi pemasaran bagi pekerjaan makeup artist yang diharapkan mampu meningkatkan penjualan jasa di bidang makeup. Menggunakan konsep IMC sebagai integrasi dari kemampuan dasar MUA (offline) dan online di Instagram. Metode penelitian kualitatif dengan pendekatan fenomenologi menggunakan paradigma konstruktivisme, dimana observasi Instagram dilakukan terhadap 20 MUA influencer di Indonesia yang telah ditetapkan kriterianya. Hasil penelitian ini bahwa strategi IMC yang bisa diterapkan pada instagram bagi MUA yaitu: (1) Upgrade skill Makeup; (2) Upgrade produk makeup; (3) Ciptakan engagement dengan audience; (4) Kualitas foto yang bagus; (5) Video sebagai pembuktian kekuatan makeup; (6) Penggunaan softlens mempengaruhi hasil makeup; (7) Kekuatan #Hastags pada Instagram; (8) Waktu dan konsistensi posting

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Published

2020-08-31

Issue

Section

Articles