ANALISIS KONTEN INSTAGRAM PADA BRAND PAKAIAN DALAM SCULPT

Jessica Julia Markus; Naila Rushad

Authors

Jessica Julia Markus LSPR Institute of Communication and Business Jakarta
Naila Rushad LSPR Institute of Communication and Business Jakarta

Keywords:

Instagram, Sculpt.id, Fashion

Abstract

The current internet era makes it easy for the fashion industry to promote products, create trends, and communicate with their agents. The function of social media is one of the strategies in digital marketing that requires companies to create interesting content. Instagram plays a role in the Sculpt brand's internet communication strategy with lifestyle and aesthetic photos and videos for the audience. The main consumers in Indonesia, especially Generation Z and the Millennial Generation, in the fashion world are not only consumers but also content creators. They establish brands with fast fashion trends and only look for buyers who use Instagram. The New Media Theory proposed by Pierre Levy, for the development of his account @sculpt.id on Instagram. The content posted on the Instagram account aims to introduce products and attract customers' attention so that they remember Sculpt Shapewear products more. To achieve this, social media is used effectively to promote products.

References

Afrilya, S. R., Sutomo, M., & Wanti, S. (2023). STRATEGI PROMOSI DALAM MENUMBUHKAN BRAND AWARENESS MELALUI INSTAGRAM PADA INDUSTRI KREATIF OUT OF THE BOX. Bridging Journal of Islamic Digital Economics and Management, 1(1), 271-282.

Ardhya, R. P., Kholik, A., & Rizki, M. F. (2024). Strategi Content Marketing melalui Media Sosial Instagram@ Voffice dalam Meningkatkan Brand Awareness. Innovative: Journal Of Social Science Research, 4(3), 16814-16824.

Bahri, S. (2016). PENGEMBANGAN KURIKULUM DASAR DAN TUJUANNYA. Jurnal Ilmiah Islam Futura, 11(1), 15. https://doi.org/10.22373/jiif.v11i1.61

Barnes, S. (2021, August 13). An analysis of Patagonia’s green marketing appeals on Instagram and Facebook posts and people’s comments on worn wear. Carolina DigitalRepository. https://cdr.lib.unc.edu/concern/masters_papers/zk51vs64d?locale=en

Callista, K. (2021). Increasing brand awareness of Keka Catering through social media “Instagram.” K Ta Kita, 9(1), 8–13. https://doi.org/10.9744/katakita.9.1.8-13

Fauzia, N. N. , Wijayani, Q.N. (2024). ANALISIS EFEKTIVITAS IKLAN DI INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS. JOURNAL SAINS STUDENT RESEARCH, 2(1), 133-143.

Ferdianty, A. , Widayati, . 2019. Pemanfaatan Media Sosial Sebagai Sarana Promosi Makanan Ringan Keripik Singkong di Kabupaten Sampang. Jurnal Dialektika, Vol. 4, No. 2

Macrae, C. (1998). ‘Strategic brand management.’ Journal of Brand Management, 5(6), 457–459. https://doi.org/10.1057/bm.1998.36

Mutua, M. (2023, October 27). Unlocking the Power of social Media: How 56% of loyal customers are born. Convince & Convert. https://www.convinceandconvert.com/social-media/percent-of-americans-who-follow-brands-in-social-are-more-loyal-to-those-brands/

Mondry. (2008). Teori dan Praktik Jurnalistik. Bogor: Ghalia Indonesia

Nadiya, D., Fauztina, D., Diana, K. D., & Permana, E. (2023, June 22). Analisis Strategi Pemasaran Produk Erigo. https://j-innovative.org/index.php/Innovative/article/view/1984

Nugroho, M. C., & Herdinata, C. (2021). The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive & Honey Solo). KnE Social Sciences. https://doi.org/10.18502/kss.v5i5.8835

Noprianto, E. (2018). PEMANFAATAN MEDIA SOSIAL DAN PENERAPAN SOCIAL MEDIA ANALYTICS (SMA) UNTUK PERPUSTAKAAN DI INDONESIA. Jurnal Pustaka Budaya, 5(2), 1–10. https://doi.org/10.31849/pb.v5i2.1583

Rizaty, M. A. (2024, July 16). Deretan Negara dengan Jumlah Pengguna Instagram Terbesar pada April 2024, Indonesia Posisi Keempat. Data Indonesia: Data Indonesia for Better Decision. Valid, Accurate, Relevant. https://dataindonesia.id/internet/detail/deretan-negara-dengan-jumlah-pengguna-instagram-terbesar-pada-april-2024-indonesia-posisi-keempat#

Sachs, E. (2024, May 5). 10 benefits of advertising on Instagram. Sachs Marketing Group. https://sachsmarketinggroup.com/10-benefits-of-advertising-on-instagram/

Statista. (2024, June 27). Global fashion e-commerce market size 2023-2030. https://www.statista.com/statistics/1298198/market-value-fashion-ecommerce-global/

Searles, K. (2024, January 15). Data shows fashion shoppers turning to social media. InternetRetailing. https://internetretailing.net/data-shows-fashion-shoppers-turning-to-social-media/

Utami, P. M., & Dewi, A. V. (2024). Social media’s role in creating new fashion trends. Journal of Research in Social Science and Humanities, 4(2). https://doi.org/10.47679/jrssh.v4i1.120

Wijayanto, G., Jushermi, J., Pramadewi, A., & Rama, R. (2022). Soft selling marketing communication strategy through Instagram social media to achieve millennials market share. Eduvest - Journal of Universal Studies, 2(10), 2206–2217. https://doi.org/10.59188/eduvest.v2i10.632

Yotka, S. (2020, September 9). Petra Collins launches her first fashion collection: I’m sorry. Vogue. https://www.vogue.com/article/petra-collins-clothing-collection-im-sorry-ssense