Analisis Komunikasi Digital Sociolla melalui Media Sosial Instagram

Abstract

The advancement of digital communication has significantly transformed various aspects of contemporary life, including marketing practices. Social media has emerged as a primary platform for marketing communication, particularly within the beauty industry, where companies utilize these platforms to engage with the public. Social media marketing has become a crucial factor in sustaining competitive advantage. This study aims to examine Sociolla’s digital marketing communication through the Instagram platform. A descriptive qualitative approach was applied, with data collected through integrated methods, including observation of communication content on the Instagram account @Sociolla and in-depth interviews with five informants comprising three active Instagram users who follow the Sociolla account and two store employees. Informants were selected using purposive sampling based on predetermined criteria. The researcher served as the primary research instrument. Data were analyzed using content analysis as the main analytical technique within a descriptive qualitative framework. Source triangulation was applied to ensure data validity. The findings indicate that Sociolla’s digital marketing communication strategy on Instagram is effective in fostering strong brand–consumer relationships, as well as enhancing consumer engagement and trust.