Strategi Komunikasi Pemasaran Melalui Buzz di Instagram (Studi Etnografi Virtual Pada Produk Peninggi Badan Merk Tiens). (Marketing Communication Strategy Through Buzz on Instagram (Virtual Ethnographic Study on Tiens Brand Height Growth Products)).

Firdaus, Berlian Saldy (2024) Strategi Komunikasi Pemasaran Melalui Buzz di Instagram (Studi Etnografi Virtual Pada Produk Peninggi Badan Merk Tiens). (Marketing Communication Strategy Through Buzz on Instagram (Virtual Ethnographic Study on Tiens Brand Height Growth Products)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Currently, developments in the fields of technology, information and communication are very rapid. Social media is one of the results of technological developments that can be used as a marketing communication tool. In the context of digital business, the term buzzer refers to the concept of buzz marketing, namely the marketing activity of a product through communication media channels to attract the attention of the target audience. One product that has a potential market is the Tiens brand height increasing product. This brand produces a wide range of health and fitness products. The Tiens brand was founded by Mr. Li Jinyuan in China in 1995. For this reason, researchers tried to see how the buzzer marketing strategy was for Tiens (height increasing) products which were marketed via Instagram accounts. Using virtual ethnographic methods, marketing communications theory and the AIDDA model. This research has found that the marketing communication strategy using buzz on Instagram has proven to be effective in building credibility and trust in Tiens products. Buzzers are always present in every post that is viral and has a lot of insight. This activity is expected to build brand awareness and increase sales. By providing clear and informative information, answering consumer questions, and sharing personal testimonials from other users, buzzers are able to create a trusted and quality product image. Special offers such as discounts and promotions carried out by buzzers have also succeeded in increasing consumer interest and encouragement to try the product which overall helps in strengthening the brand's position in the market.

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