| dc.description.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. | en_US |
