IMPLEMENTASI STRATEGI PEMASARAN VIA ENDORSEMENT INSTAGRAM (studi kasus pada Ayu Citra by Monokrom Jombang)

Abstract

: This study aims to describe: The strategies and stages implemented in marketing Ayu Citra products by monochrome through Instagram endorsements, the impacts and constraints of product marketing strategies through Instagram endorsements and the strategies implemented to overcome them. This research is a field research using a qualitative approach. Data collection techniques using observation, interviews and documentation. The data were processed and analyzed descriptively using the Miles and Hubberman models to draw conclusions according to the research objectives.

The results of the research conducted by the researchers concluded that the marketing strategy at Ayu Citra by Monokrom Jombang has three types of endorsements, namely testimonials which are a form of evidence or by product reviews, the media obtained is a form of brand publication, and accesivist by attracting figures who have unique characteristics in their field. However, this has had an impact on Ayu Citra by Monokrom with various complaints and good feedback from consumers.