Proses pembuatan keputusan industri butik vendor tempatan di Instagram

Proses pembuatan keputusan industri butik vendor tempatan di Instagram

Online marketing through Instagram has become a phenomenon in today's business world. The vendor's boutique owners mostly use Instagram as a marketing communications channel for their business. This situation shows that the vendor's boutique business has a competitive competition with...

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Main Author: Hanani, Ismail
Format: Thesis
Language:eng
eng
Published: 2017
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/7172/1/s819033_01.pdf
https://etd.uum.edu.my/7172/2/s819033_02.pdf
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record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Mohd Rashid, Sabrina
Madon, Mot
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Hanani, Ismail
Proses pembuatan keputusan industri butik vendor tempatan di Instagram
description Online marketing through Instagram has become a phenomenon in today's business world. The vendor's boutique owners mostly use Instagram as a marketing communications channel for their business. This situation shows that the vendor's boutique business has a competitive competition with other traders on the Instagram. This study was conducted to study at vendor’s boutique marketing activities and to see how they applies Instagram application in their marketing activities. In addition, this study is to expose the public with clearer view about the operation of vendor's boutique business, the reason of choosing Instagram as a marketing channel, and vendor’s boutique marketing strategies on the Instagram. This study was conducted using a semi structured interview and observation. A total of nine informants were interviewed and the data were analyzed by using thematic analysis techniques. The researcher applied netnographic research methods to see how marketing strategies on Instagram are used by vendor’s boutique businesses. The findings show that vendor’s boutique dealers handle vendor’s boutiques with its own uniqueness. In addition, the findings show that the use of Instagram as a marketing platform produced a positive effect on the vendor’s boutique business. Several internal and external factors were leading vendor’s boutique to getting involved with Instagram platform. Internal factors consist of business strategy, targeting and positioning. While external factors comprise the growth and popularity of Instagram, viral, cost pressures and features provided by Instagram. In addition, there are several strategies used in the marketing communications on the Instagram namely, conducting competitions with prize, new product or service announcements, interacting with fans, sharing useful information, addressing customer service issues, creative visual information, selecting appropriate time to update Instagram sites, interesting captions, using hashtags and tagging that are relevant to marketing activities. Based on the response provided by the informants, there are similarities and additions of new elements to the decision making process model in social media.
format Thesis
qualification_name other
qualification_level Master's degree
author Hanani, Ismail
author_facet Hanani, Ismail
author_sort Hanani, Ismail
title Proses pembuatan keputusan industri butik vendor tempatan di Instagram
title_short Proses pembuatan keputusan industri butik vendor tempatan di Instagram
title_full Proses pembuatan keputusan industri butik vendor tempatan di Instagram
title_fullStr Proses pembuatan keputusan industri butik vendor tempatan di Instagram
title_full_unstemmed Proses pembuatan keputusan industri butik vendor tempatan di Instagram
title_sort proses pembuatan keputusan industri butik vendor tempatan di instagram
granting_institution Universiti Utara Malaysia
granting_department Awang Had Salleh Graduate School of Arts & Sciences
publishDate 2017
url https://etd.uum.edu.my/7172/1/s819033_01.pdf
https://etd.uum.edu.my/7172/2/s819033_02.pdf
_version_ 1747828167702216704
spelling my-uum-etd.71722021-05-09T03:10:13Z Proses pembuatan keputusan industri butik vendor tempatan di Instagram 2017 Hanani, Ismail Mohd Rashid, Sabrina Madon, Mot Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences HF5415.33 Consumer Behavior. Online marketing through Instagram has become a phenomenon in today's business world. The vendor's boutique owners mostly use Instagram as a marketing communications channel for their business. This situation shows that the vendor's boutique business has a competitive competition with other traders on the Instagram. This study was conducted to study at vendor’s boutique marketing activities and to see how they applies Instagram application in their marketing activities. In addition, this study is to expose the public with clearer view about the operation of vendor's boutique business, the reason of choosing Instagram as a marketing channel, and vendor’s boutique marketing strategies on the Instagram. This study was conducted using a semi structured interview and observation. A total of nine informants were interviewed and the data were analyzed by using thematic analysis techniques. The researcher applied netnographic research methods to see how marketing strategies on Instagram are used by vendor’s boutique businesses. The findings show that vendor’s boutique dealers handle vendor’s boutiques with its own uniqueness. In addition, the findings show that the use of Instagram as a marketing platform produced a positive effect on the vendor’s boutique business. Several internal and external factors were leading vendor’s boutique to getting involved with Instagram platform. Internal factors consist of business strategy, targeting and positioning. While external factors comprise the growth and popularity of Instagram, viral, cost pressures and features provided by Instagram. In addition, there are several strategies used in the marketing communications on the Instagram namely, conducting competitions with prize, new product or service announcements, interacting with fans, sharing useful information, addressing customer service issues, creative visual information, selecting appropriate time to update Instagram sites, interesting captions, using hashtags and tagging that are relevant to marketing activities. Based on the response provided by the informants, there are similarities and additions of new elements to the decision making process model in social media. 2017 Thesis https://etd.uum.edu.my/7172/ https://etd.uum.edu.my/7172/1/s819033_01.pdf text eng public https://etd.uum.edu.my/7172/2/s819033_02.pdf text eng public other masters Universiti Utara Malaysia Aaker, J. (1999). 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