The Role of Instagram Influencers in Increasing Purchase Decisions for MS Glow
Keywords:
Influencer, Instagram, AIDA, MS GlowAbstract
This research aims to analyze the role of influencers in the marketing strategy of MS Glow products through Instagram social media with the AIDA (Attention, Interest, Desire, Action) approach. Influencers on Instagram are considered as one of the effective marketing tools in attracting audience attention and encouraging purchase actions. The research method used is qualitative, with data collection through semi-structured interviews with ten respondents who are MS Glow product users. The results of the analysis show that influencers succeed in creating attention through interesting and relevant content, as well as building interest by showing authenticity and transparency in promotion. In addition, influencers also play a role in increasing consumers' desire to purchase the product by presenting clear and interesting information. The act of purchase is triggered through special offers such as promo codes included in the content. The theoretical implications of this study show that the AIDA model remains relevant in analyzing influencer marketing strategies. Practically, this study provides recommendations for companies to be more selective in choosing influencers and creating innovative content to increase interaction with the audience. This study also identified some limitations, such as the limited sample size and the focus on Instagram only, so it is recommended for future research to involve interviews with the company and expand the scope of research to other social media platforms.
References
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J, R., C, A., & C, S. (2023). the Impact of Instagram Influencers on Consumer Purchasing Behaviour in Chennai. Interantional Journal of Scientific Research in Engineering and Management, 07(12), 1–6. https://doi.org/10.55041/ijsrem27691
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Kurniawati, N. et al. (2022). Penerapan Attention, Interest, Desire, Action (AIDA) Terhadap Komunikasi Pemasaran Kerajinan Tangan. Jurnal Ilmiah Wahana Pendidikan, 8(9), 347–353. https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Nadhila, S., Jamil, K., Negeri, I., & Utara, S. (2024). PERAN INSTAGRAM DALAM PEMASARAN ALAT KECANTIKAN PADA AKUN @MISSGLAM_ID. 21(1).
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Okiama, F. (2021). Pengaruh Media Sosial Instagram Dan Kualitas Produk Terhadap Minat Beli Konsumen. 1–108.
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Rizki, T., Ofifah, N., Kresnamurti Rivai P, A., & Krissanya, N. (2023). Efektivitas Promosi Produk Chatime Melalui Instagram Menggunakan Model AIDA. Journal of Business Application | Mei, 2(Katadata 2022), 127–140.
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Sharma, M., Banerjee, S., & Paul, J. (2022). Role of social media on mobile banking adoption among consumers. Technological Forecasting and Social Change, 180(January), 121720. https://doi.org/10.1016/j.techfore.2022.121720
Sugiyono. (2022). Metode Penelitian Kualitatiff. Molucca Medica, 11(April), 38.
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Susilawati, A. D., & Solehatun, F. (2023). Peran Influencer dan Media Sosial Instagram dalam Meningkatkan Promosi Pada Suatu Brand. Jurnal Akuntansi, Manajemen, Bisnis Dan Teknologi (AMBITEK), 3(2), 167–173. https://doi.org/10.56870/ambitek.v3i2.88
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Veithzal Rivai. (2020). Konsep Aida. Jurnal STEI, 12(2004), 6–25.
Viki. (2023). Kelebihan dan Keurangan Instagram. Komunitasmea. https://komunitasmea.web.id/kelebihan-dan-kekurangan-instagram/
Wiliana, E., Purnaningsih, N., & Muksin, N. H. (2021). Pengaruh Influencer Dan Sosial Media Instagram Terhadap Keputusan Pembelian Sate Taichan Goreng Di Serpong. Prosiding Simposium Nasional Multidisiplin (SinaMu), 2(2014), 222–230. https://doi.org/10.31000/sinamu.v2i0.3464
Al Afgani, A. (2023). Analisis Pengaruh Influence Instagram Dalam Niat Perilaku Beli. 31–41.
Anjani, S., & Irwansyah, I. (2020). Peranan Influencer Dalam Mengkomunikasikan Pesan Di Media Sosial Instagram [the Role of Social Media Influencers in Communicating Messages Using Instagram]. Polyglot: Jurnal Ilmiah, 16(2), 203. https://doi.org/10.19166/pji.v16i2.1929
Aryani, I. D., & Murtiariyati, D. (2022). Instagram Sebagai Media Promosi Dalam Meningkatkan Jumlah Penjualan Pada a.D.a Souvenir Project. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 2(2), 466–477. https://doi.org/10.32477/jrabi.v2i2.479
Ayu, M. (2023). Ada 116,16 Juta Pengguna Instagram di RI hingga Agustus 2023. Dataindonesia. https://dataindonesia.id/digital/detail/ada-11616-juta-pengguna-instagram-di-ri-hingga-agustus-2023
Bastrygina, T., Lim, W. M., Jopp, R., & Weissmann, M. A. (2024). Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry. Journal of Hospitality and Tourism Management, 58(February), 214–243. https://doi.org/10.1016/j.jhtm.2024.01.007
Busthami, A., Nurhajati, & Wahono, B. (2020). Pengaruh Selebriti Endorse (Raisa Adriana) Terhadap Minat Beli Konsumen Produk Eskrim Magnum Pada Mahasiswa Fakultas Ekonomi Bisnis Universitas Islam Malang. E – Jurnal Riset Manajemen, 232–244.
Carollina, D., Angkawijaya, Y., & Abednego, V. A. (2022). Analisis “Aida” Pada Konten Instagram “Madame Gie” Terhadap Minat Beli Konsumen. Jurnal Bahasa Rupa, 5(2), 144–153. https://doi.org/10.31598/bahasarupa.v5i2.987
Cheng, I., Chan, C., Chen, Z., & Leung, D. (2023). Journal of Hospitality and Tourism Management The more the better ? Strategizing visual elements in social media marketing. Journal of Hospitality and Tourism Management, 54(January), 268–289. https://doi.org/10.1016/j.jhtm.2022.11.007
Cinta, C., Anjel, P., Lengkong, B. L., Kainde, S. J. R., Mandagi, D. W., & ½í ¶í ½í ¶, Í. (2022). SEIKO : Journal of Management & Business Branding Institusi Pendidikan Melalui Media Sosial Instagram. Journal of Management & Business, 5(2), 44–58. https://doi.org/10.37531/sejaman.v5i2.2893
Fajar Awaludin, M., Dwi, B. M., & Pembangunan Nasional Veteran Jakarta, U. (2020). Analisis Faktor Yang Mempengaruhi Efektivitas Iklan Online Di Bukalapak Menggunakan Model Aida. PROSIDING BIEMA Business Management, Economic, and Accounting National Seminar, 1(2016), 1211–1225.
Fauzi, A., Saing, B., Nazira, N. A., Putri, S. A., Pangeswati, S. O., Nurhasanah, S. D., Maharani, S., & Theresia. (2024). Peran Dan Fungsi Influencer Di Media Sosial. Jurnal Bisnis Dan Ekonomi, 2(1), 1–16. https://doi.org/10.61597/jbe-ogzrp.v2i1.16
Felix, A., Livaro, I., Young, F. M., Wijaya, W., & Jonathan, A. (2023). SEIKO : Journal of Management & Business Analisis Penggunaan Social Media Marketing dan Influencer Marketing Dalam Meningkatkan Penjualan Gelato dengan Konsep Unik. SEIKO : Journal of Management & Business, 6(2), 279–287.
Guarango, P. M. (2022). No Titleהכי קשה לראות את מה שבאמת לנגד העינים. הארץ, 7(8.5.2017), 2003–2005. www.aging-us.com
Hanindharputri, M. A., & Putra, I. K. A. M. (2019). Peran Influencer dalam Strategi Meningkatkan Promosi dari Suatu Brand (The Role of Influencer in Strategies to Increase Promotion of a Brand). Sandyakala : Prosiding Seminar Nasional Seni, Kriya, Dan Desain., 1(29), 335–343. http://eproceeding.isi-dps.ac.id/index.php/sandyakala/article/view/73
Iswanto, R., Budiwaspada, A. E., & Saidi, A. I. (2020). Penggunaan Model Aida Untuk Pembentukan Konsep Brand Photo Cabin Pada Media Sosial Instagram. Jurnal Seni Dan Reka Rancang: Jurnal Ilmiah Magister Desain, 3(1), 107–115. https://doi.org/10.25105/jsrr.v3i1.8299
J, R., C, A., & C, S. (2023). the Impact of Instagram Influencers on Consumer Purchasing Behaviour in Chennai. Interantional Journal of Scientific Research in Engineering and Management, 07(12), 1–6. https://doi.org/10.55041/ijsrem27691
Kaharuddin. (2021). Equilibrium : Jurnal Pendidikan Kualitatif : Ciri dan Karakter Sebagai Metodologi. Jurnal Pendidikan, IX(1), 1–8. http://journal.unismuh.ac.id/index.php/equilibrium
Khatibah, K. (2022). Jurnal Perpustakaan dan Informasi. Iqra’, 2275(Penelitian Kepustakaan), 36–39.
Kurniawati, N. et al. (2022). Penerapan Attention, Interest, Desire, Action (AIDA) Terhadap Komunikasi Pemasaran Kerajinan Tangan. Jurnal Ilmiah Wahana Pendidikan, 8(9), 347–353. https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Nadhila, S., Jamil, K., Negeri, I., & Utara, S. (2024). PERAN INSTAGRAM DALAM PEMASARAN ALAT KECANTIKAN PADA AKUN @MISSGLAM_ID. 21(1).
Nasution A. (2021). Strategi Pemasaran Bisnis Kuliner Menggunakan Influencer Melalui Media Sosial Instagram. Jurnal Bisnis Corporate, 6(1), 11–18.
Okiama, F. (2021). Pengaruh Media Sosial Instagram Dan Kualitas Produk Terhadap Minat Beli Konsumen. 1–108.
Ponirah, A. (2020). Influencer Marketing as a Marketing Strategy. Journal of Economicate Studies (JoES), 04(01), 11–16. https://doi.org/10.32506/joes.v4i1.64911https://journal.islamicateinstitute.co.id/index.php/joes
Rizki, T., Ofifah, N., Kresnamurti Rivai P, A., & Krissanya, N. (2023). Efektivitas Promosi Produk Chatime Melalui Instagram Menggunakan Model AIDA. Journal of Business Application | Mei, 2(Katadata 2022), 127–140.
Saptono, A. (2023). Pedoman Skripsi Riset Sarjana Terapan FE UNJ Tahun 2023. ii–41.
Sharma, M., Banerjee, S., & Paul, J. (2022). Role of social media on mobile banking adoption among consumers. Technological Forecasting and Social Change, 180(January), 121720. https://doi.org/10.1016/j.techfore.2022.121720
Sugiyono. (2022). Metode Penelitian Kualitatiff. Molucca Medica, 11(April), 38.
Susanti, & Harto, B. (2024). Pengaruh Autentisitas Storytelling Influencer Instagram Terhadap Brand Awareness Roti Lokal Bandung. 4, 3600–3616.
Susilawati, A. D., & Solehatun, F. (2023). Peran Influencer dan Media Sosial Instagram dalam Meningkatkan Promosi Pada Suatu Brand. Jurnal Akuntansi, Manajemen, Bisnis Dan Teknologi (AMBITEK), 3(2), 167–173. https://doi.org/10.56870/ambitek.v3i2.88
Syarifah, I. (2022). Pengaruh Soft Selling dalam Media Sosial Instagram dan Celebrity Endorse Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Kajian Strategi Manajemen, 6(1), 48–56. https://doi.org/10.35308/jbkan.v6i1.5247
Veithzal Rivai. (2020). Konsep Aida. Jurnal STEI, 12(2004), 6–25.
Viki. (2023). Kelebihan dan Keurangan Instagram. Komunitasmea. https://komunitasmea.web.id/kelebihan-dan-kekurangan-instagram/
Wiliana, E., Purnaningsih, N., & Muksin, N. H. (2021). Pengaruh Influencer Dan Sosial Media Instagram Terhadap Keputusan Pembelian Sate Taichan Goreng Di Serpong. Prosiding Simposium Nasional Multidisiplin (SinaMu), 2(2014), 222–230. https://doi.org/10.31000/sinamu.v2i0.3464
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Published
2024-08-13
How to Cite
Mahardika, F. (2024). The Role of Instagram Influencers in Increasing Purchase Decisions for MS Glow. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1). Retrieved from https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/48314
