Analisis Trik dan Teknik Marketing Generasi Z dalam Mempromosikan Produk Somethinc di Instagram
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May 10, 2024
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As the digital world develops rapidly, marketing dynamics also change, requiring constant strategy adaptation on the part of marketers. The emergence of Generation Z as a new economic force in the digital marketing era is one of the most significant developments in the last ten years. So, on this occasion the researcher wants to research the tricks and techniques of Generation Z in promoting a product to make the current digital marketing industry develop, this research is a case study conducted on generation Z influencers in carrying out tricks and techniques in promoting somethinc products. The research method used is qualitative with a phenomenological approach, which allows researchers to understand individual or group behavior and related social phenomena. The research results revealed that Generation Z's use of influencer marketing techniques succeeded in attracting consumer attention and contributed to increasing sales of Somehinc products. This research also shows that Generation Z marketing techniques, especially through Instagram social media, have a significant impact on product marketing.
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Putriana, R., & Kholil, S. (2024). Analisis Trik dan Teknik Marketing Generasi Z dalam Mempromosikan Produk Somethinc di Instagram. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 5(2), 1676-1684. https://doi.org/10.35870/jimik.v5i2.744
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Agustina, L., & Setiawan, R. (2020). Fostering a natural atmosphere; improving students’ communication skill in a business meeting. Journal of Languages and Language Teaching, 8(3), 307-314. DOI: https://doi.org/10.33394/jollt.v8i3.2746.
Amalia, K., & Nurlinda, R. A. (2022). Pengaruh influencer marketing dan online customer review terhadap purchase intention melalui perceived value produk serum somethinc. Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(11), 2383-2398. DOI: https://doi.org/10.54443/sibatik.v1i11.353.
Bulmer, S., Palakshappa, N., Dodds, S., & Harper, S. (2024). Sustainability, brand authenticity and Instagram messaging. Journal of Business Research, 175, 114547.
DAN, L. M. K. (2016). Badan Pengembangan dan Pembinaan Bahasa Kementerian Pendidikan dan Kebudayaan.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of retailing and consumer services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345.
Khairani, M., Sutisna, S., & Suyanto, S. (2019). Meta-analysis study of the effect of learning videos on student learning outcomes. Journal of Biological Education and Research, 2(1), 158.
Meet, R. K., Kundu, N., & Ahluwalia, I. S. (2024). Does socio demographic, green washing, and marketing mix factors influence Gen Z purchase intention towards environmentally friendly packaged drinks? Evidence from emerging economy. Journal of Cleaner Production, 434, 140357. DOI: https://doi.org/10.1016/j.jclepro.2023.140357.
Musrifah, M., Arief, M., & Andriani, N. (2017). Penentuan Lokasi Usaha Berdasarkan Pendekatan Mystique (Study Fenomenologi). Jurnal Studi Manajemen dan Bisnis, 4(1), 288-294. DOI: https://doi.org/10.21107/jsmb.v4i1.3292.
Mustomi, D., & Puspasari, A. (2020). Pengaruh Media sosial terhadap perilaku konsumtif mahasiswa. CERMIN: Jurnal Penelitian, 4(1), 133-147. DOI: https://doi.org/10.36841/cermin_unars.v4i1.496.
Noordiono, A. (2016). Karakter Generasi Z Dan Proses Pembelajaran Pada Program Studi Akuntansi (Doctoral dissertation, Universitas Airlangga).
Puspitasari, A., & Primasari, I. (2023). Strategi Penguatan Merk Somethinc di Market Place dengan Teknik Visual Marketing. JIIP-Jurnal Ilmiah Ilmu Pendidikan, 6(2), 833-836. DOI: https://doi.org/10.54371/jiip.v6i2.1661.
Qayyum, A., Jamil, R. A., Shah, A. M., & Lee, K. (2023). Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention. Journal of Retailing and Consumer Services, 75, 103515. DOI: https://doi.org/10.1016/j.jretconser.2023.103515.
Sa’diya, L. (2017). Strategi Promosi Di Media Sosial Instagram Terhadap Kesadaran Merek Di Era Generasi Z. Competence: Journal of Management Studies, 11(2). DOI: https://doi.org/10.21107/kompetensi.v11i2.3530.
Sembiring, F. A., & Deni, I. F. (2022). Strategi Komunikasi Pemasaran Fashion Bekas/Thrift Shop Pada Pasar 18 Kota Binjai. BEST Journal (Biology Education, Sains and Technology), 5(2), 428-433. DOI: https://doi.org/10.30743/best.v5i2.6102.
Sobry, M., & Prosmala Hadisaputra, M. P. (2020). Penelitian kualitatif Penelitian kualitatif. Bandung: PT. Remaja Rosda Karya.
Sumantri, H. E., Darmawan, C., Ip, S., & Saefulloh, S. P. (2014). Generasi dan Generasi Muda. Tangerang Selatan: Universitas Terbuka.
Tanuwijaya, J., & Mulyandi, R. (2021). Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian Skincare Somethinc. Jurnal sosial dan sains, 1(5), 368-373. DOI: https://doi.org/10.59188/jurnalsosains.v1i5.81.
Ulfa, M. (2018). Pengaruh Media Sosial Komunikasi Pemasaran Terhadap Sikap Konsumen Generasi Z Di Yogyakarta.
Zhang, X., & Zhang, Y. (2024). Content marketing in the social media platform: Examining the effect of content creation modes on the payoff of participants. Journal of Retailing and Consumer Services, 77, 103629. DOI: https://doi.org/10.1016/j.jretconser.2023.103629.
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122-142. DOI: https://doi.org/10.1016/j.jbusres.2021.05.011.