Peranan Instagram sebagai Media Komunikasi Pemasaran Bisnis Online (Studi Deskriptif Kualitatif pada Bisnis Online Floshablee)

Abstract

The title of this research is Instagram’s Role as TheMedia of e-Commerce Marketing Communication (Descriptive Studyat Floshablee Online Shop). The goals of this research are to know how Instagram’s role in the process of marketing communication at Floshablee Online Shop, how its role in the marketing communication mix of Floshablee Online Shop and what are the obtacles that found by the owner of Floshablee Online Shop when she is using Instagram as a media of the marketing communication.The theories which are relevant to this research areMedia, E-Commerce, Marketing Communication, The Process of Marketing Communication, Marketing Communication Mix, and e Commerce Marketing Communication. The method that used by the researcher in this research is descriptive qualitative, which is the researcher trying to describe and analyze spesifically the data that found on the field which is relevant due to the problem that they want to analyze.The researcher got the information and data by interviewedthe owner who is also the marketer of the online shop as the object of this research and by an observation during the research wason. From this research, the researcher found that as a media of marketing communication at Floshablee Online Shop, Instagram gives a big role and positive impacts.The process and the marketing communication mix were going more effective and efficient, eventhough there was one element of the mix that could not be done by using Instagram. It is because of that element needs a face to face process and a delivery of the information orally. From this research we also can conclude that there was no obstacles that found by the online shop owner when she is using Instagram as a media of the marketing communication. Beside it is easy to use, the cost that she spent for using it is very cheap. Instagram always updates the features so that it will be more interesting and worthy for the users.