STRATEGI KOMUNIKASI PEMASARAN PRODUK SKINCARE SOMETHINC MELALUIINSTAGRAM @SOMETHINCOFFICIAL

Abstract

Marketing communication is a form of communication that aims to strengthen marketing strategies, in order to reach an increasing target market. This study aims to find out how Something's marketing communication strategy affects the purchasing decision of Somethinc products. The basic theory used is the theory of Uses and Gratification. This study uses a qualitative method. The object of this research is Somethinc, and took 9 informants with four categories; beauty enthusiast, digital creator, female student, and housewife. Data collection was carried out by conducting online interviews, observations, and documentation of content uploaded on Instagram Somethinc. The results of the research show the communication strategy used by Somethinc, the informants said the quality of the product and the communication strategy; announcing, informing, and motivating on Instagram Somethinc  is  appropriate.  The  most  prominent  strategy  of  the  three  communication  strategy  objectives  is informing. The practical benefit of Somethinc is that other people can follow what Somethinc is doing, so that other people use Instagram not only for entertainment, but can also be used for doing business.