Utilizing Instagram as MSMEs Marketing Communications in Building Brand Images (Case Study Instagram Account @mydailyhijab)
Abstract
This study aims to analyze Instagram's utilization as a marketing communication media for MSMEs in forming a brand image and the effectiveness of media promotion on the @mydailyhijab Instagram account. This study used the descriptive-qualitative method. This research uses the Integrated Marketing Communication (IMC) theory. Primary data was obtained by interviewing sources, while secondary data was obtained through literature searches such as books (e-books), research journals, theses, and scientific papers relevant to this research. Instagram social media is an effective media for developing a brand's image and for media promotion. The findings of this study have implications for MSMEs that target millennial consumers, such as pay attention to the creation of marketing communications in forming a strong brand image by improving the quality of the social media. This research focuses on one MSME object only (My Daily Hijab), where the MSME operates in the fashion sector, so the results obtained in this study may be different when compared to other sectors and different business classes. The sense of interest and buying interest can be seen in the responses of followers when commenting on and participating in promotions on the Instagram account @mydailyhijab. Social media has a very big impact nowadays, so small business owners need to pay attention to its creation.
References
[2] D. Mizanie, “Penggunaan Social Network Site (SNS) Instagram Sebagai Media Pemasaran Geriliya Digital”, Accessed: Jan. 13, 2023. [Online]. Available: http://ejournal.bsi.ac.id/ejurnal/index.php/jkom
[3] B. Dimas, “APJII: Pengguna Internet Indonesia Tembus 210 Juta pada 2022,” https://dataindonesia.id/digital/detail/apjii-pengguna-internet-indonesia-tembus-210-juta-pada-2022., 2022.
[4] S. A. R. Putri, “Minoritisasi LGBT Di Indonesia: Cyber Bullying Pada Akun Instagram @denarachman,” Jurnal Interaksi Universitas Diponegoro Semarang, vol. 4, no. 75, 2015.
[5] L. S. Bernadeta, “Aktualisasi Diri Generasi Y di Instagram,” Interaksi: Jurnal Ilmu Komunikasi, vol. 6, no. 1, pp. 93–109, 2017, doi: 10.14710/interaksi.6.1.93-109.
[6] V. Zilfania Rizal, “Komunikasi Pemasaran Media Sosial Instagram Pada Toko Kue Selebriti Bandung Makuta (@Bandungmakuta) Terhadap Kesadaran Merek,” Jurnal Komunikasi |, vol. 4, no. 1, p. 75, 2019.
[7] Morissan, Periklanan Komunikasi Pemasaran Terpadu. Jakarta: Kencana Prenadamedia Grup, 2010.
[8] N. Rina and R. W. Yuriadi, “Strategi Komunikasi Pemasaran dalam Mempertahankan Brand Image Brownies Amanda sebagai Kue Oleh-Oleh Bandung,” Jurnal Lingkar Studi Komunikasi, vol. 5, no. 1, pp. 66–73, 2019, doi: https://doi.org/10.25124/liski.v5i1.1820.
[9] M. Teguh, A. Benita, and N. K. A. S. U. Dewi, “Pemanfaatan Komunikasi Pemasaran Terpadu Pada UMKM Snack Indochip,” Journalism, Public Relation and Media Communication Studies Journal (JPRMEDCOM), vol. 2, no. 1, pp. 40–55, 2020.
[10] I. M. Mulitawati and M. Retnasary, “Strategi Komunikasi Pemasaran dalam Membangun Brand Image Melalui Sosial Media Instagram (Studi kasus deskriptif komunikasi pemasaran prodak polycrol forte melalui akun instagram @ahlinyaobatmaag),” Komunikologi: Jurnal Pengembangan Ilmu Komunikasi dan Sosial, vol. 4, no. 1, p. 23, 2020, doi: 10.30829/komunikologi.v4i1.7616.
[11] A. Rachmawaty, “Strategi Marketing Menggunakan Instagram,” ATRABIS: Jurnal Administrasi Bisnis (e-Journal), vol. 7, no. 1, pp. 39–51, Jun. 2021, doi: 10.38204/ATRABIS.V7I1.565.
[12] Miles and Huberman, Analisis Data Kualitatif. Jakarta: Universitas Indonesia Press, 1992.
[13] N. K. Denkin, Metodologi Penelitian Kualitatif Edisi Revisi. Bandung: Remaja Rosdakarya, 2007.
[14] T. A. Shimp, Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga, 2003.
[15] S. A. Surachman, Dasar-Dasar Manajemen Merek Alat Pemasaran untuk Memenagkan Persaingan. Malang: Bayumedia, 2008.
[16] T. A. Shimp, Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga, 2003.
[17] A. Dita, “Pengaruh Promosi dan Brand Image (Citra Produk) Terhadap Loyalitas Pembelian Produk Pepsodent di Ramayana Plaza, Jalan Aksara, Medan,” Jurnal Keuangan & Bisnis, vol. 3, no. 3, p. 222, 2011.
[18] A. Rahman, Strategi Dahsyat Marketing Mix For Small Business: Cara Jitu Merontokkan Pesaing. Jakarta: Trans Media, 2010.
[19] F. S. Solang, J. E. Kaawoan, and I. Sumampow, “Strategi Dinas Koperasi dan Usaha Kecil Menengah dalam Pemberdayaan Usaha Kecil Menengah Masyarakat di Kabupaten Minahasa Selatan,” EKSEKUTIF: Jurnal Jurusan Ilmu Pemerintahan, vol. 3, no. 3, pp. 1–10, 2019.
[20] F. S. Solang, J. E. Kaawoan, and I. Sumampow, “Strategi Dinas Koperasi dan Usaha Kecil Menengah dalam Pemberdayaan Usaha Kecil Menengah Masyarakat di Kabupaten Minahasa Selatan,” EKSEKUTIF: Jurnal Jurusan Ilmu Pemerintahan, vol. 3, no. 3, pp. 1–10, 2019.
[21] B. D. Atmoko, Instagram Handbook Tips Fotografi Ponsel. Media Kita., 2012.
[22] D. Ade, R. Diem1, and W. Yulianti2, “Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Dalam Meningkatkan Penjualan (Studi Kasus pada Akun Instagram @Kaosdisablon di CV. Purwa Satya)”.
[23] M. A. Rizaty, “Pengguna Instagram Indonesia Terbesar Keempat di Dunia,” Dataindonesia.id, 2022.
