HAPSARI, ADILLA (2025) ANALISIS STRATEGI MARKETING NINETYNINE.INDO DI MEDIA SOCIAL INSTAGRAM. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study analyzed the marketing strategy used by the Instagram @ninetynine.ind o account, a local fashion brand known for its streetwear products, with the SWOT analysis approach (Strengths, Weaknesses, Opportunities, Threats). The main focus of this study is to identify the effectiveness of using Instagram Stories, Instagram Live, Instagram Feeds, and Instagram Reels features in improving engagement and interaction with audiences. Through qualitative descriptive analysis and content observation methods over a period of time, research results show that ninetynine.indo has consistent and interactive visual branding power through these features. Instagram Stories is used for direct communication and short promotions, Instagram Live to build real-time relationships with audiences, Instagram Feeds to display interesting product catalogs, and Instagram Reels to present creative short video content. However, weaknesses appear in the form of dependence on social media trends and changes in Instagram algorithms. Opportunities are present from increasing market interest in local streetwear, while threats come from tight competition in the local fashion industry. This study concluded that using optimal Instagram features with dynamic content can increase the effectiveness of digital marketing strategies for local fashion brands.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini menganalisis strategi pemasaran yang digunakan oleh akun Instagram @ninetynine.indo, sebuah brand fashion lokal yang dikenal dengan produk streetwear-nya, dengan pendekatan analisis SWOT (Strengths, Weaknesses, Opportunities, Threats). Fokus utama studi ini adalah untuk mengidentifikasi efektivitas penggunaan fitur Instagram Stories, Instagram Live, Instagram Feeds, dan Instagram Reels dalam meningkatkan engagement dan interaksi dengan audiens. Melalui metode analisis deskriptif kualitatif dan observasi konten dalam kurun waktu tertentu, hasil penelitian menunjukkan bahwa ninetynine.indo memiliki kekuatan berupa visual branding yang konsisten dan interaktif melalui fitur-fitur tersebut. Instagram Stories dimanfaatkan untuk komunikasi langsung dan promosi singkat, Instagram Live untuk membangun hubungan real-time dengan audiens, Instagram Feeds untuk menampilkan katalog produk yang menarik, dan Instagram Reels untuk menyajikan konten video pendek yang kreatif. Namun, kelemahan muncul dalam bentuk ketergantungan pada tren media sosial dan perubahan algoritma Instagram. Peluang hadir dari meningkatnya minat pasar terhadap streetwear lokal, sementara ancaman datang dari kompetisi yang ketat di industri fashion lokal. Studi ini menyimpulkan bahwa pemanfaatan fitur Instagram yang optimal dengan konten dinamis dapat meningkatkan efektivitas strategi pemasaran digital bagi brand fashion lokal. | ||||||
| Uncontrolled Keywords: | Instagram marketing, SWOT analysis, fashion, digital marketing Instagram marketing, analisis SWOT, fashion, digital marketing | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs adilla hapsari | ||||||
| Date Deposited: | 02 Jun 2025 06:01 | ||||||
| Last Modified: | 02 Jun 2025 06:01 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49167 |
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