Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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Marketing Communication Strategy for Beauty Products on Instagram in the Covid-19 Pandemic

Authors
Aretha Apriani1, Sinta Paramita1, Doddy Salman1, *
1Faculty of Communication Science, Universitas Tarumanagara, Jakarta 11440, Indonesia
*Corresponding Author. Email: doddys@fikom.untar.ac.id
Corresponding Author
Doddy Salman
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.203How to use a DOI?
Keywords
beauty products; instagram; marketing stratetgy; social media
Abstract

Beauty products are important things that become the needs of most women. Currently, many types of beauty products appeared. Some of the custumoers using beauty products because of the appearance of skin problems on their faces. The beauty product referred in this paper is skincare. However, there are also a number of other products such as makeup, body care, hair care, and perfume. Instagram account @bilikayu sells beauty products from high-end brands. The products sold are skincare, makeup, body care, hair care, and perfume. Bilik ayu is a reseller of high-end brand beauty products that sells its products with affordable prices than in the store and has been selling for eight years using Instagram. The purpose of this study is to find out how the marketing communication strategy carried out by Bilik Ayu to survive, particularly for high-end products that are sold using social media of Instagram. The method used in this study is a case study with a qualitative approach and uses interview and documentation as techniques to gather data. The results of this study are that the marketing strategy used by @bilikayu is to apply the trust that has been given by customers and be friendly with customers so that customers will not move to other online shops. The seller also creates interesting content, and interact with customers.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
978-94-6239-567-1
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.203How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Aretha Apriani
AU  - Sinta Paramita
AU  - Doddy Salman
PY  - 2022
DA  - 2022/04/21
TI  - Marketing Communication Strategy for Beauty Products on Instagram in the Covid-19 Pandemic
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1272
EP  - 1277
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.203
DO  - 10.2991/assehr.k.220404.203
ID  - Apriani2022
ER  -