Analisis Karakteristik Social Media Marketing Instagram @Sejauh Mata Memandang
Abstract
Adanya perkembangan inovasi teknologi melalui media sosial kini banyak lingkungan bisnis yang memulai
kegiatan pemasarannya melalui media sosial khususnya Instagram. Sejauh Mata Memandang merupakan salah
satu lingkungan bisnis slow fashion yang memulai kegiatan pemasarannya melalui media sosial Instagram untuk
menunjang kegiatan pemasaran. Penelitian ini bertujuan untuk mengetahui social media marketing @Sejauh Mata
Memandang di Instagram berdasarkan lima karakteristik social media marketing yaitu entertainment, interaction,
trendiness, customized dan word of mouth. Metode yang digunakan dalam penelitian ini adalah metode kualitatif
deskriptif. Hasil dari penelitian menggambarkan bahwa @Sejauh Mata Memandang belum menerapkan kelima
karakteristik dari social media marketing yaitu entertainment, interaction, trendiness, customized dan word of
mouth. Walaupun @Sejauh Mata Memandang belum menerapkan kelima karakteristik dalam social media
marketing namun @Sejauh Mata Memandang cukup memanfaatkan dengan baik semua fitur yang disediakan
oleh Instagram sehingga memberikan dampak positif terhadap kegiatan pemasarannya.
Kata Kunci-pemasaran media sosial, Instagram, bisnis slow fashion
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