STRATEGI ENDORSEMENT PADA BISNIS ONLINE FIVEFOURITE.WEAR DI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN PENJUALAN PRODUK FASHION PAKAIAN

Tivani Khoirunnisa, . (2024) STRATEGI ENDORSEMENT PADA BISNIS ONLINE FIVEFOURITE.WEAR DI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN PENJUALAN PRODUK FASHION PAKAIAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Fivefourite.wear is an online business in the fashion industry. The fashion industry is currently highly competitive, especially on social media platforms like Instagram, where brands must compete to attract and retain customers. Fivefourite.wear has chosen to use endorsement marketing on Instagram to increase its sales amidst this competition. This research aims to identify the endorsement strategy of the online business Fivefourite.wear on Instagram in increasing sales of fashion clothing products. This research employs qualitative methods, including in-depth interviews and secondary data obtained from documentation and observation of Fivefourite.wear's Instagram. The results of the research show that Fivefourite.wear's endorsement marketing strategy on Instagram aligns with the AIDA concept. In the first stage, Attention, the strategy successfully captures the target market's attention through the appropriate selection of the target market, platform, endorsers, and endorsement system. In the Interest stage, it is used to build deeper interest in potential consumers by generating attractive visual content, fostering interaction, and determining the right timing for endorsements. In the Desire stage, Fivefourite.wear transforms interest into a real desire by offering attractive promotions and sharing positive testimonials. Finally, in the Action stage, it encourages customers to make a purchase by simplifying the purchase process from their end or the endorser's, providing purchase links, and explaining how to buy the product.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411224] [Pembimbing: Kumala Hayati] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Zayyin Abdul Quddus]
Uncontrolled Keywords: AIDA, Fashion, Instagram, Social Media, Endorsement Strategy.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: TIVANI KHOIRUNNISA
Date Deposited: 03 Sep 2024 03:54
Last Modified: 03 Sep 2024 03:54
URI: http://repository.upnvj.ac.id/id/eprint/30356

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