Marcella, Cindy (2025) Pengemasan Pesan Komunikasi Pemasaran pada Media Instagram Mengenai Konten Beauty dan Lifestyle (Analisis Isi Kuantitatif pada Akun Instagram @Clozetteid Periode Maret 2023 – Oktober 2024). Undergraduate thesis, Universitas Pembangunan Jaya.
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1. PENDAHULUAN.pdf Download (604kB) |
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2. ABSTRACT.pdf Download (120kB) |
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3. ABSTRAK.pdf Download (165kB) |
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4. DAFTAR ISI.pdf Download (117kB) |
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5. DAFTAR GAMBAR.pdf Download (167kB) |
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6. DAFTAR TABEL.pdf Download (145kB) |
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7. DAFTAR LAMPIRAN.pdf Download (147kB) |
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8. BAB 1.pdf Download (499kB) |
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9. BAB 2.pdf Download (490kB) |
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10. BAB 3.pdf Download (303kB) |
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11. BAB 4.pdf Download (2MB) |
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12. BAB 5.pdf Download (151kB) |
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13. DAFTAR PUSTAKA.pdf Download (241kB) |
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14. LAMPIRAN.pdf Download (3MB) |
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15. Berita Acara Unggah Mandiri KTI Mahasiswa.pdf Download (375kB) |
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16. HASIL CEK SIMILARITY.pdf Download (1MB) |
Abstract
Digital marketing communication is the use of digital technology, online platforms, and electronic media to convey marketing messages to target audiences. The purpose of this study was to describe the message themes, message characteristics, and forms of digital marketing communication messages regarding beauty and style content on the Instagram account @clozetteid for the period March 2023-October 2024. This research method is quantitative descriptive with constructivism paradigm. The unit of analysis of the study is digital marketing communication content, namely content that has a message to inform, persuade, and remind consumers either directly or indirectly about products and brands on the Instagram account @clozetteid regarding beauty and lifestyle in the period March 2023-October 2024. The results of the study showed that the nature of the message that appeared the most in the beauty & lifestyle content of the Clozette Instagram account was a persuasive message with 69 contents (51%). This shows that the content is intended to encourage purchases through call-to-action, and is informative for product education, its use, and its benefits. Then in the second indicator, the message conveyed in the most message themes appearing in the beauty & lifestyle content of the Clozette Instagram account is the Aspiration and Beliefs theme with 28 contents (21%). The content is intended to provide motivation such as ideals and beliefs held by the audience. The message conveyed arouses aspirations with positive messages or encouragement to achieve greater goals. Finally, in the third indicator, the message conveyed in the most message forms appearing in the beauty & lifestyle content of the Clozette Instagram account is the Carousell form with 83 contents (62%). Content with this form is intended to create interesting content and convey structured information to the audience
| Item Type: | Karya Tulis Ilmiah (KTI) (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Komunikasi, Pemasaran Digital, Beauty, Lifestyle, Instagram. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce |
| Divisions: | Fakultas Humaniora dan Bisnis > Prodi Ilmu Komunikasi |
| Depositing User: | Cindy Marcella |
| Date Deposited: | 03 Feb 2025 04:40 |
| Last Modified: | 03 Feb 2025 04:43 |
| URI: | http://eprints.upj.ac.id/id/eprint/10616 |
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