MARKETING STRATEGY THROUGH INSTAGRAM SOCIAL MEDIA: (Study at Nazwa Hijab Kendari Clothing Store)

Wahyudin Maguni; Abdul Wahid Mongkito; Sumiyadi Sumiyadi; La Hadisi; Dwi Resti Akhiria

doi:10.11111/ujost.v2i1.110

Authors

Wahyudin Maguni Faculty of Islamic Economics and Business Kendari State Islamic Institute (IAIN) South East Sulawesi
Abdul Wahid Mongkito Faculty of Islamic Economics and Business Kendari State Islamic Institute (IAIN) South East Sulawesi
Sumiyadi Faculty of Islamic Economics and Business Kendari State Islamic Institute (IAIN) South East Sulawesi
La Hadisi Faculty of Islamic Economics and Business Kendari State Islamic Institute (IAIN) South East Sulawesi
Dwi Resti Akhiria Faculty of Islamic Economics and Business Kendari State Islamic Institute (IAIN) South East Sulawesi

DOI:

https://doi.org/10.11111/ujost.v2i1.110

Keywords:

Marketing Strategy, Social Media, Instagram

Abstract

This research is motivated by the lack of knowledge of a company in utilizing Instagram Social Media as a tool to market its business. Usually, business actors do not really understand how to run a company well, this is one of the factors why marketing strategies are very important in running a business. This study aims to find out how the Marketing Strategy Through Instagram Social Media at Nazwa Hijab Kendari Shop. This study uses a type of research with a qualitative approach, using the Snowball Ball sampling technique. The objects in this study are the Owners of Nazwa Hijab Kendari, consumers, and employees regarding the marketing strategy at the Nazwa Hijab Kendari Store. The research instrument uses three indicators, namely interview guidelines, observation guidelines and documentation guidelines. The results of this study prove that partially Nazwa Hijab Kendari Store uses a marketing strategy in running a company using Instagram social media. The marketing strategy carried out is in the form of segmentation, targeting and positioning strategies in market segmentation. The Nazwa Hijab shop also uses a sharia marketing strategy by following the example of marketing carried out during the time of the Prophet Muhammad.

References

Alexander, Charles, The Porteble MBA Pemasaran, Binarupa Aksara

Alma, Buchari, D. J. P. oleh, & Leli, M. (2019). Strategi Pemasaran Dalam Perspektif Islam. Jurnal At-Tasyri’iy, 2(1), 1–9.

Awareness, & oleh Qurniawati, R. S. (2018). Theoritical Review: Pemasaran Media Sosial. Jurnal, 11(1),17–27.https://doi.org/10.52353/ama.v1 1i1.159

Banjaransari, Y. G. (2018). Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Online Page Down Cloth Maker. Skripsi, 11(1), 1–5.

Corey, & Dolan, O. (1991). PengaruhStrategi Pemasaran Terhadap Tujuan Penjualanan pada PT. Danbi International di Kabupaten Garut. Skripsi.

Dewi, R. C. P. (2020). Strategi komunikasi pemasaran melalui media instagram (Studi kasus pemasaran produk pada akun instagram @Homedia.id). Skripsi, 151–156.

Fandy Tjiptono. (2017). Startegi pemasaran. Journal, 53(9), 2.

Haudi, H., Rahadjeng, E., Santamoko, R., Putra, R., Purwoko, D., Nurjannah, D., ... & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217-224.

Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., ... & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International Journal of Data and Network Science, 6(2), 477-486.

Jurini, & Swastha, B. (2008). Pengaruh Strategi Pemasaran Terhadap Tujuan Penjualanan pada PT. Danbi International di Kabupaten Garut. Kripsi, 61.

Kertajaya Hemawan oleh Muhammad Syakir Siela (1964). Syariah marketing. Bandung. Journal

Kotler, & Amstrong. (1997).Manajemen Pemasaran Analisis, Perencanaan Implementasi dan Pengendalian, Erlangga.

Mukaromah, H., Muhajir, M., Fathudin, F., Purwanti, K., Ansori, Y., Fahlevi, M., ... & Purwanto, A. (2022). The role of buzz and viral marketing strategic on purchase intention and supply chain performance. Uncertain Supply Chain Management, 10(2), 637-644.

Kotler, P. (2005). Manajemen Pemasaran. Indeks.

Kotler, P., & Amstrong, G. (2006). Prinsip-prinsip pemasaran. In Juornal. Erlangga.

Kurniawan, P. (2017). Pemanfaatan Media Sosial Instagram Sebagai Komunikasi Pemasaran Modern Pada Batik Burneh. Journal, 11(2), 217–225.http://journal.trunojoyo.ac.id/ko mpetensi/article/view/3533

Kurniasih, D., Setyoko, P. I., & Saputra, A. S. (2022). The Influence of Digital Electronic Performance, Competence and Motivation on Government Organization Employees Performance During the Digital Era. Journal of Industrial Engineering & Management Research, 3(5), 86-99. https://doi.org/10.7777/jiemar.v3i5.403

Kurniasih, D., Setyoko, P. I. ., & Saputra, A. S. (2022). Digital Transformation of Health Quality Services in the Healthcare Industry during Disruption and Society 5.0 Era. International Journal of Social and Management Studies, 3(5), 139–143. https://doi.org/10.5555/ijosmas.v3i5.225

Kristijono, N., Supratikno, H., Pramono, R., Sudibjo, N., & Purwanto, A. (2020). Social Media Data Explication to Support Study on Leadership Style for Sustainable Investing. International Journal of Control and Automation, 13(4), 626-657.

MichaelPorter, Strategi Bersaing Teknik Menganalisis Industri dan Pesaing, Erlangga

Morissan. (2019). Strategi Pemanfaatan Instagram Sebagai Media Komunikasi Dan Penjualan Fashion Muslim Online (Studi Deskriptif Kualitatif Akun Instagram @zilohijab). Jurnal Komunikasi, 10(2), 169–175. http://ejournal.bsi.ac.id/ejurnal/i ndex.php/jkom

Mufiddah, A. (2019). Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran (Studi Kasus Owner Online Shop By_kk). Skripsi, 53(9), 1689– 1699.

Purwanto, A., Asbari, M., Santoso, T. I., Haque, M. G., & Nurjaya, N. (2020). Marketing Research Quantitative Analysis for Large Sample: Comparing of Lisrel, Tetrad, GSCA, Amos, SmartPLS, WarpPLS, and SPSS. Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran dan Penelitian Administrasi Publik.

Rahadjeng, E. R., Santamoko, R., Putra, R. S., Purwoko, D., Nurjannah, D., Koho, I. R., ... & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217-224.

http://etheses.iainponorogo.ac.id /8539/1/ilovepdf_merged.pdf Sofjan Assauri. (2013). Pengaruh Strategi Pemasaran Terhadap Tujuan Penjualanan pada PT. Danbi International di Kabupaten Garut. 15.

Saputra, A. S., Setyoko, P. I., & Kurniasih, D. (2022). The Role of Social Media, Innovation and Branding Capabilities on Hospital Marketing Performance During The Covid-19 Pandemic and Industry Revolution 4.0 Era. Journal of Industrial Engineering & Management Research, 3(5), 100-111. https://doi.org/10.7777/jiemar.v3i5.404

Setyoko, P. I., & Kurniasih, D. (2022). SMEs Performance During Covid-19 Pandemic and VUCA Era: How the role of Organizational Citizenship Behavior, Budgetary, Participation and Information Asymmetry?. International Journal of Social and Management Studies, 3(4), 105–116. https://doi.org/10.5555/ijosmas.v3i4.226

Suparyanto, & Rosad. (2015). Manajemen Pemasaran. In STIE Indonesia (Vol. 53, Issue 9). In Media.

Wahyudin Maguni. (2009). Etika Persaingan Dalam Bisnis Islami