Strategi Komunikasi Pemasaran melalui Media Sosial Instagram dalam Menarik Minat Beli Konsumen
Authors: Andi Aldin Alafghani Sofyan  , Dadan Mulyana  
Published: October 2024

Abstrak. Saat ini, hampir semua individu memiliki akun media sosial, karena keuntungan akses tanpa batasan ruang dan waktu. Oleh karena itu, banyak pelaku bisnis dan perusahaan yang memanfaatkan media sosial sebagai alat untuk menjalankan strategi komunikasi pemasaran yang efektif dan dapat mencapai target secara langsung. Maksud dari penelitian ini adalah untuk mengetahui dan mendeskripsikan Strategi Komunikasi Pemasaran Biydstudios melalui Media Sosial Instagram Biydstudios Dalam Menarik Minat Beli Konsumen Di Kota Bandung. Metode penelitian adalah penelitian deskriptif kualitatif. Teknik pengumpulan data yang digunakan wawancara mendalam, observasi non-partisipan, dokumentasi, dan studi pustaka. Informan penelitian dipilih dengan teknik purposive sampling. Uji keabsahan data yaitu peningkatan ketekunan, diskusi teman sejawat, dan membercheck. Teknik analisa data dilakukan dengan tahapan reduksi data, model data, dan penarikan kesimpulan. Penelitian ini membahas konsep pemasaran Biydstudios di Instagram menggunakan pendekatan 4C (Context, Communication, Collaboration, Connection). Hasil menunjukkan konten yang menarik perhatian konsumen (Context), komunikasi yang mudah dipahami (Communication), kolaborasi positif dengan konsumen (Collaboration), dan koneksi aktif dengan pengikut (Connection).Dalam promosi penjualan, Biydstudios menggunakan pendekatan berkala, give away, dan diskon. Namun, penelitian mengidentifikasi hambatan, termasuk algoritma Instagram yang tidak jelas dan kurangnya sumber daya manusia dalam pembuatan konten.Penelitian ini memberikan wawasan strategis untuk pemasaran melalui Instagram dan menyoroti tantangan yang dihadapi Biydstudios. Implikasinya dapat membantu praktisi mengoptimalkan komunikasi dan mengatasi hambatan promosi di media sosial.
Abstract. Currently, almost every individual has a social media account, due to the advantages of unrestricted access in terms of space and time. Therefore, many businesses and companies utilize social media as a tool to implement effective marketing communication strategies that can directly reach their target audience. The purpose of this research is to understand and describe the Marketing Communication Strategies of Biydstudios through Instagram Social Media in Attracting Consumer Purchase Interest in the City of Bandung. The research method employed is qualitative descriptive research. Data collection techniques include in-depth interviews, non-participant observation, documentation, and literature review. Research informants were selected using purposive sampling technique. Data validity was tested through increased perseverance, peer discussions, and member checks. Data analysis was carried out through data reduction, data display, and conclusion drawing stages. This research discusses the marketing concept of Biydstudios on Instagram using the 4C approach (Context, Communication, Collaboration, Connection). The results indicate attention-grabbing content (Context), easily understandable communication (Communication), positive collaboration with consumers (Collaboration), and active connection with followers (Connection). In terms of sales promotion, Biydstudios utilizes periodic approaches, giveaways, and discounts. However, the research identifies obstacles, including the unclear Instagram algorithm and a lack of human resources in content creation. This study provides strategic insights for Instagram marketing and highlights challenges faced by Biydstudios. The implications can assist practitioners in optimizing communication and overcoming promotional obstacles on social media.