Utilization of Instagram as a Marketing Media (Case Study of Online Buying Services @my_shopper.id)
Main Article Content
Elok Kharismatul Ula
The rapid development of the world of information and communication has made changes in the world of marketing, one of which is the existence of social media marketing. Various social media platforms are now provided including TikTok, Line, WhatsApp, YouTube and so on. Instagram is no exception, which is used as a marketing medium by the courier service (jastip) @my_shopper.id. The purpose of this study is to find out the use of Instagram as a marketing medium for the courier service business @my_shopper.id. A service for depositing branded goods such as clothes, bags, perfumes and others. The research method uses a qualitative descriptive type to clearly know the information from the jastip account owner regarding the use of Instagram social media as a marketing tool. Data collection is carried out by in-depth interviews with account owners, then collects documentation by capturing content layers used in Instagram accounts. Data analysis uses Miles and Huberman, namely by data reduction, data presentation and verification. Test the validity of the data using triangulation techniques for conducting interviews and collecting documents to informants. The results of the study indicate that the surrogate service account (jastip) @my_shopper.id does social media marketing through an Instagram account. Account owners use various available features such as comment fields, Instagram bio, Instagram traffic, feeds, reels. The content created also varies such as product photos, product review videos, uploading customer testimonials to uploads regarding the order packaging process. The use of Instagram as a marketing medium has the advantage of increasing traffic and making people know about this jastip. Weaknesses obtained include missing information, sometimes customers do not know branded products and entrusting services.
APJII. (2020). APJII Internet User Survey 2019-Q2 2020: There is an Increase of 25.5 Million New Internet Users in Indonesia. Quoted fromhttps://apjii.or.id/downfile/file/BULETINAPJIIEDISI74November2020.pdf
Arsath, MA (2018). “Social Media Marketing: Advantages and Disadvantages.” Shanlax International Journal of Management, Vol. 6, No. S1, , pp. 152–158
Efrida, S. & Diniati, A. (2020). Utilization of Instagram Social Media Features in Building Miss International 2017 Personal Branding. Journal of Communication Studies, Vol.8, No.1, pp. 57-71
Gebreel, O. S. S., & Shuayb, A. (2022). Contribution of Social Media Platforms in Tourism Promotion. International Journal of Social Science, Education, Communication and Economics (SINOMICS JOURNAL), 1(2), 189-198.
Hardani, et al. (2020). Qualitative & quantitative research methods. Yogyakarta: CV. Group Science Library
Kunhe, S., & Zindel, Z. (2020). Using Facebook and Instagram to Recruit web Survey Participants: A Step-by-Step Guide and Application. Survey Methods: Insights From The Field, Special Issue: 'Advancements in Online and Mobile Survey Methods.
coil. (2019). The Story of Ana Azahra Jastip's Business Profits Tens of Millions of Rupiah. Quoted fromhttps://kumparan.com/kumparanwoman/cepat-ana-azahra-berbisnis-jastip-untung-tens-juta-rupiah-1rMjVMvmUDf/4
Kurniawan, P. (2017). Utilization of Instagram Social Media as Modern Marketing Communication on Batik Burneh. Journal of Trunojoyo Madura, Vol.11, No.2, pp.217-225
Kusumastuti, AD (2020). The Phenomenon of Consignment Services (Jastip) and Polemics for the Continuity of MSME Products. Journal of Business Economics and Entrepreneurship, Vol.9, No.1, pp. 33-39
McDanold, J. (2022). Social Media Marketing Workbook 2022. JM Internet Group
Miladiah, Ayu F, & Riyanto, S. 2020. The Use of Instagram Social Media in Vegetable Marketing By Sayurkita.mlg During the Covid 19 Pandemic. Indonesian Journal of Social Science, Vol.1 No.3, pp. 180-187
Muslicha, IS & Irwansyah (2019). Instagram and the “Jastip” Phenomenon in Indonesia. Journal of Communication Spectrum, Vol.9, No.2, pp.143-157
Please, Ulber. (2009). Social Research Methods. Bandung: PT Refika Aditama
Sultan, MI (2020). The Effectiveness of Using Instagram Features in Increasing Youth Friendship at SMA Negeri 1 Maros in the Digital Era. Avant Garde: Journal of Communication Studies, Vol.8, No.2, pp. 178-190
Sugiyono,. (2013). Quantitative, Qualitative, and R&D Research Methods. Bandung: CV. Alphabet
Untari, Dewi, & Fajariana, DF (2018). Marketing Strategy Through Instagram Social Media (Descriptive Study on @Subur_Batik Account). Widya Citra Journal of Secretariat and Management, Vol, 2, No.2, pp. 271—278
Uyun, NDN, & Dwiridotjahjono, J. (2022). Promotion Strategy Through “Instagram Social Media” In An Effort To Increase Sales Volume. Journal of Competitive Marketing, Vol.5, No.3, pp. 356-365
Quesenberry. KA (2019). Social Media Strategy Marketing, Advertising, And Public Relations In The Consumer Revolution. Second Edition. Lanham: Rowman & Littlefield
Yusuf, AM (2014). Research Methods: Quantitative, Qualitative, And Combined Research. First Edition. Jakarta: Kencana
Zulfiqar, S., Lakho, A., Nizam, K. (2022). Social Media Analytics: Application towards Social Media Marketing. Preprints 2022. 2022070363