MENTRADISIKAN INFLUENCER MELALUI MEDIA SOSIAL INSTAGRAM DALAM STRATEGI PEMASARAN BISNIS KEDAI PRAMUKA DI MASA PANDEMI COVID-19

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Jaka Wahyu Rahmanto
Imam Qalyubi

Abstract

The business marketing strategy of the scout shop used influencers via Instagram social media during the covid-19 pandemic (a case study in the Pramuka Jawara scout shop). This study uses primary and secondary data with a qualitative research design. The population used is the scout shop owner, the scout champion, and the visitors who are by the objectives and benefits of the research. The number of informants in this study amounted to 7 people (one owner and five visitors). The sample used a purposive sampling technique where the sampling was based on considerations to obtain the research's objectives and benefits. The research results showed that the reason for the Jawara scout shop to switch from conventional to digital marketing through Instagram social media is that firstly, consumers prefer to use social media Instagram because of the development of technological advances. Secondly, by using social media, Instagram marketing, the cost of marketing costs can be reduced and positively influenced in the advancement of product marketing for scout Jawara scouts shop during the covid-19 pandemic. The existence of this influencer has a positive impact on the progress of the scout champion scout shop. Because currently, consumers know this business from influencers, and the role of place variables in the marketing mix can make visitors come back to scout champion scout shop because an atmosphere is an attractive place for consumers, and the price is also by consumers' pocket.

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How to Cite
Rahmanto, J. W., & Qalyubi, I. (2021). MENTRADISIKAN INFLUENCER MELALUI MEDIA SOSIAL INSTAGRAM DALAM STRATEGI PEMASARAN BISNIS KEDAI PRAMUKA DI MASA PANDEMI COVID-19. Daun Lontar : Jurnal Budaya, Sastra, Dan Bahasa, 7(1), 84-96. Retrieved from http://ojs.komunitasdaunlontar.or.id/index.php/jkdl/article/view/106
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