Pengemasan Konten Promosi Perawatan Rambut pada Akun Instagram Ellips (Analisis Isi Kuantitatif Konten Promosi Perawatan Rambut pada Akun Instagram @ellips_haircare Periode Juli 2023 - Desember 2024)

Syakira, Nabila Asy (2025) Pengemasan Konten Promosi Perawatan Rambut pada Akun Instagram Ellips (Analisis Isi Kuantitatif Konten Promosi Perawatan Rambut pada Akun Instagram @ellips_haircare Periode Juli 2023 - Desember 2024). Undergraduate thesis, Universitas Pembangunan Jaya.

[img] Text
1. PENDAHULUAN.pdf
Download (382kB)
[img] Text
2. ABSTRACT.pdf
Download (215kB)
[img] Text
3. ABSTRAK.pdf
Download (249kB)
[img] Text
4. DAFTAR ISI.pdf
Download (199kB)
[img] Text
5. DAFTAR GAMBAR.pdf
Download (210kB)
[img] Text
6. DAFTAR TABEL.pdf
Download (189kB)
[img] Text
7. DAFTAR LAMPIRAN.pdf
Download (163kB)
[img] Text
8. BAB 1.pdf
Download (577kB)
[img] Text
9. BAB 2.pdf
Download (451kB)
[img] Text
10. BAB 3.pdf
Download (4MB)
[img] Text
11. BAB 4.pdf
Download (5MB)
[img] Text
12. BAB 5.pdf
Download (271kB)
[img] Text
13. DAFTAR PUSTAKA.pdf
Download (262kB)
[img] Text
14. LAMPIRAN.pdf
Download (8MB)
[img] Text
15. BERITA ACARA UNGGAH MANDIRI.pdf
Download (292kB)
[img] Text
16. BUKTI LOLOS SIMILARITY.pdf
Download (995kB)

Abstract

The Instagram account @ellips_haircare is utilized by the Ellips haircare brand to communicate with its audience through engaging content packaging. This study aims to analyze the promotional content packaging strategies employed by Ellips on their Instagram account during the period from July 2023 to December 2024. The method used is quantitative content analysis, with Holsti’s formula applied to measure data reliability, involving two coders. A total of 195 relevant posts were analyzed to evaluate elements of the promotion mix (Advertising, Sales Promotion, Public Relations, Personal Selling, Direct Marketing), message style (Soft Selling, Hard Selling), content type (Entertain, Educate, Inspire, Convince), and content format (Single Image, Carousel, Video/Reels). The results show that the most dominant promotional mix elements were Personal Selling (37%) and Public Relations (33%), while Direct Marketing (7%) was the least utilized. In terms of message style, Soft Selling (77%) was more frequently used than Hard Selling (23%). The most used content type was Educate (35%), followed by Entertain (34%), while Inspire (17%) and Convince (14%) appeared less frequently. Regarding content format, Single Images (38%) were used most often, followed by Video/Reels (32%) and Carousels (30%). This research reveals that @ellips_haircare prioritizes content that builds emotional connection with its audience, educates consumers about the product, and encourages audience action either through purchase or participation in promotional campaigns.

Item Type: Karya Tulis Ilmiah (KTI) (Undergraduate)
Uncontrolled Keywords: Ellips, Instagram, Bauran Promosi Mix, Pengemasan Konten, Analisis Isi Kuantitatif
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Humaniora dan Bisnis > Prodi Ilmu Komunikasi
Depositing User: Nabila Asy Syakira
Date Deposited: 22 Jul 2025 07:52
Last Modified: 22 Jul 2025 07:57
URI: http://eprints.upj.ac.id/id/eprint/11405

Actions (login required)

View Item View Item