Analisis Penerapan Strategi Komunikasi Sales Promotion oleh Digital Art Artist di Media Sosial X

Abstract

This study aims to analyze the sales promotion communication strategies used by digital artist @avii_sen02 in promoting commission art on the platform X. The background of the study is from the increasing use of social media as a marketing medium for digital artists, particularly in building awareness, attracting interest, and encouraging purchase decisions. This research is based on Lasswell’s Communication Theory as the main analytical framework for understanding the process of delivering promotional messages, also concepts of marketing communication strategy and sales promotion to analyze digital sales promotion communication strategies implemented by digital artists on social media. The study employs qualitative method using semi-structured interviews with three informants from @avii_sen02 followers, aged at least 17 years, understand sales promotion content, willing to provide honest and reflective information. Data analysis was conducted through open coding, axial coding, selective coding processes. The results indicate communication strategy applied is integrated through the use of attractive visuals, informative captions, and implementation of sales promotion forms like discounts, bundling, and limited-time offers. The three informants indicate that time urgency and price discounts are the main factors influencing effectively their decision to place a commission.