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p-Index From 2019 - 2024
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This Author published in this journals
All Journal Da'watuna: Journal of Communication and Islamic Broadcasting
Icha Nur Rahmawati
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Religion Education Languange, Linguistic, Communication & Media Social Sciences

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Strategi Marketing Berderma Melalui Crowdfunding di Akun Instagram @ikoy2an Zainal Abidin Achmad; Icha Nur Rahmawati
Da'watuna: Journal of Communication and Islamic Broadcasting Vol 4 No 1 (2024): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Institut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v4i1.3580

Abstract

Crowdfunding has now entered the world of marketing. The presence of a different crowdfunding concept through the ikoy-ikoyan game is a new thing in the realm of social media. Crowdfunding activities utilize Instagram social media by uploading campaigns in the form of videos and images on Instagram accounts. This study aims to find out the social media marketing strategy that has been carried out by Arief Muhammad in the @ikoy2an account. Using qualitative research methods and virtual ethnographic approaches. Researchers found that the ikoy-ikoyan trend has succeeded in shifting the giveaway trend that has developed in the last year. The ikoy-ikoyan trend has proven effective in increasing charity awareness, strengthening brand, customer engagement, and increasing the number of followers on Instagram accounts. Keywords: Crowdfunding, Marketing Strategy, Virtual Ethnography.
Co-Authors Zainal Abidin Achmad