Strategi Influencer Marketing Dalam Meningkatkan Customer Engagement (Studi Kasus Instagram Bonvie.id)
DOI:
https://doi.org/10.31316/jk.v6i2.3702Abstract
Abstrak
Pandemi covid-19 memiliki kontribusi yang besar terhadap pertumbuhan digital marketing khususnya social media marketing. Berkaitan dengan hal itu, audiens yang semakin kritis membuat influencer marketing semakin merajarela. Penerapan influencer marketing dinilai memiliki nilai tambah bagi audiens karena memiliki keterlibatan (engagement) secara mendalam. Dalam hal ini, Bonvie sebagai salah satu perusahaan yang bergerak di bidang perawatan rambut juga menerapkan influencer marketing di media sosial Instagram. Oleh karena itu, penelitian ini bertujuan untuk mengetahui strategi influencer marketing yang dilakukan oleh Bonvie dalam meningkatkan customer engagement. Penelitian ini bersifat kualitatif deskriptif, yang menggunakan metode studi kasus. Lebih lanjutnya, penelitian ini mengumpulkan data melalui wawancara dan menggunakan pattern matching sebagai teknik analisisnya. Hasil dari penelitian ini menunjukkan bahwa Bonvie berusaha untuk mengkombinasikan mega influencer hingga nano influencer. Kombinasi tersebut ditujukan guna untuk mendatangkan kesadaran terhadap produk dan keterlibatan dari para calon maupun para pengguna loyal Bonvie. diharapkan dapat memberikan dampak akademis mengenai strategi influencer marketing yang dilakukan oleh Bonvie.
Kata Kunci: Customer Engagement, Influencer Marketing, Social Media Marketing, Bonvie.id
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Abstract
The COVID-19 pandemic has contributed greatly to the growth of digital marketing, especially social media marketing. In this regard, an increasingly critical audience makes influencer marketing more rampant. The application of influencer marketing is considered to have added value for the audience because it has deep engagement. In this case, Bonvie as one of the companies engaged in hair care also applies influencer marketing on Instagram social media. Therefore, this study aims to determine the influencer marketing strategy carried out by Bonvie in increasing customer engagement. This research is descriptive qualitative, which uses case study method. Furthermore, this study collects data through interviews and uses pattern matching as an analysis technique. The results of this study indicate that Bonvie is trying to combine mega influencers to nano influencers. The combination is intended to bring awareness to the product and engagement from prospective and loyal Bonvie users. is expected to have an academic impact on the influencer marketing strategy undertaken by Bonvie.
Keywords: Customer Engagement, Influencer Marketing, Social Media Marketing, Bonvie.id
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