IKA WAHYUNI, NIM. 11730026 (2016) STRATEGI VIRAL MARKETING MELALUI INSTAGRAM DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF PADA SELFIE CONTEST AVOSKIN BEAUTY). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.
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Text (STRATEGI VIRAL MARKETING MELALUI INSTAGRAM DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF PADA SELFIE CONTEST AVOSKIN BEAUTY))
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Text (STRATEGI VIRAL MARKETING MELALUI INSTAGRAM DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF PADA SELFIE CONTEST AVOSKIN BEAUTY))
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Abstract
This research tend to describe the viral marketing strategy conducted by Avoskin Beauty. Due to popularity of selfie in today’s society, Avoskin Beauty organized a selfie contest celebrating its first anniversary. Avoskin Beauty is a cosmetic product using natural main ingredients, and using social media as base on of viral marketing strategy. The main purpose of this research is to find out how the viral marketing strategy using selfie contest on Instagram by Avoskin Beauty affects the sale increase.Using descriptive qualitative method, and using viral marketing instrument by John Robert Skrob. The results shown that Avoskin Beauty was using High Integration Strategy in its viral marketing strategy, that is the customer are participating in drawing a new customer. The result of this research is that the selfie contest held by Avoskin Beauty has a direct impact to increase the sale in Oktober 2015, and that is more or less 303 purchase happened. On November 2015 when the selfie contest was over, the sales dropped to 197 purchase. The purpose of selfie contest is to rise the value of the brand, and to invite the followers to communicate actively on Avoskin Beauty’s Instagram account.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Fatma Dian, S. Sos, M.Si |
| Uncontrolled Keywords: | viral marketing, viral marketing instrument, selfie contest, Instagram, high integration strategy. |
| Subjects: | Ilmu Komunikasi |
| Divisions: | Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1) |
| Depositing User: | Miftahul Ulum [IT Staff] |
| Date Deposited: | 19 Apr 2016 07:41 |
| Last Modified: | 19 Apr 2016 07:41 |
| URI: | http://digilib.uin-suka.ac.id/id/eprint/20142 |
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