Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal JOBSTRON
Alifa Achmadi
Ilmu Administrasi Bisnis, STIA Bagasasi
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : JOBSTRON

 1 
BENEFITS OF INSTAGRAM AS A PROMOTIONAL MEDIUM FOR SCARLETT WHITENING PRODUCTS Muhammad Zidane Adri Priatna Priatna; Prina Puspa Sarinining Diah; Alifa Achmadi
Journal of Business Administration Vol 1 No 2 (2022): Vol. 1 Number 2, Oktober 2022
Publisher : STIA Bagasasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61317/js.v1i2.32

Abstract

Technological developments make progress on the ease of communication, one of which is Instagram. Instagram has become a popular alternative media in marketing products, especially among generation Z. One of them is Scarlett Whitening products. Scarlett Whitening is a local product engaged in cosmetics and skin care. This study aims to analyze the strength of EWOM of Scarlett Whitening products carried out through Instagram social media. This research uses a qualitative research method with an interpretative descriptive research type that uses in-depth interview techniques as a data collection method. The results illustrate that Instagram EWOM in terms of the three dimensions described by Goyette, et.al is appropriate up to the content stage and plays a major role in convincing generation Z to make purchasing decisions on Scarlett Whitening products through Instagram social media.
Co-Authors Muhammad Zidane Adri Priatna Priatna Prina Puspa Sarinining Diah