Maritza, Talitha Ayu (2025) Analisis Strategi Promosi Melalui Media Sosial Instagram Dalam Meningkatkan Penjualan (Studi Pada Dinda Beauty Studio Gresik). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effectiveness of promotional strategies through Instagram in increasing sales at Dinda Beauty Studio Gresik. Using a descriptive qualitative approach, the research explores how Instagram features—such as Reels, Stories, and direct interaction – are utilized to build brand awareness, attract new customers, and enhance customer loyalty. Data collection was conducted through in-depth interviews, observation, and documentation, with purposive sampling used to select relevant informants, including active customers and marketing staff. The analysis was supported by SWOT methodology, integrating IFAS and EFAS matrices to assess internal strengths and weaknesses, as well as external opportunities and threats. The results reveal that consistent visual content, service quality, and digital engagement play a significant role in driving consumer interest and maintaining competitiveness. With a total IFAS score of 2.70 and EFAS score of 2.75, the studio is positioned in Quadrant I of the SWOT matrix, indicating a strong strategic foundation for implementing aggressive growth strategies. The study concludes that Instagram is not only effective for branding, but also serves as a powerful sales tool when supported by structured content planning and adaptive marketing efforts. Keywords : Instagram Marketing, Digital Promotion, SWOT Analysis, Social Media Engagement
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | TALITHA AYU MARITZA | ||||||||
| Date Deposited: | 11 Jun 2025 04:49 | ||||||||
| Last Modified: | 11 Jun 2025 04:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37279 |
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