INSTAGRAM MEDIA CONTENT ANALYSIS @BICKLEYFLORIST FLOWER BOUQUET BUSINESS AS PROMOTIONAL MEDIA

• Amalia Nurdiana Putri

• Nur Maghfira Aesthetika

General Background: In the digital age, social media platforms, particularly Instagram, have become essential tools for businesses to enhance their marketing efforts and engage with consumers. Specific Background: This research focuses on the Instagram account @bickleiyflorist, aiming to analyze how its content aligns with the principles of Social Media Marketing (SMM) to promote its flower bouquet business. Knowledge Gap: While numerous studies address social media marketing strategies, there is a lack of detailed analyses regarding specific content dimensions and promotional tactics utilized by individual accounts within niche markets such as floristry. Aims: The primary aim of this study is to investigate the social media content of @bickleiyflorist and its effectiveness in engaging audiences and driving sales. Results: Through descriptive qualitative research, data was collected from Instagram posts between January and July 2024. The findings reveal that @bickleiyflorist's content reflects five key dimensions of SMM: Entertainment, Interaction, Trendness, Customization, and Word of Mouth communication. Additionally, the account employs various promotional strategies, including visually appealing photos and videos, informative captions, and relevant hashtags to enhance content discoverability. Novelty: This research provides a focused analysis of how a specific Instagram account in the floristry sector leverages social media marketing dimensions and promotional strategies, offering insights that can be applied to similar businesses. Implications: The findings demonstrate that @bickleiyflorist effectively uses Instagram as a promotional platform, highlighting the importance of engaging and informative content paired with strategic marketing tactics to capture audience attention and boost sales. This study contributes to the broader understanding of effective social media practices in niche markets.

Darestuti Marsyaviani, “Sejarah Instagram Hingga Menjadi Salah Satu Platform Media Sosial Populer,” buzzup. [Online]. Available: https://buzzup.id/sejarah-instagram/

jasiek pokrop, “No Title,” napoleon cat. [Online]. Available: https://napoleoncat.com/stats/instagram-users-in-indonesia/2024/07/

A. N. Andriana, L. Hijrah, D. A. Putri, W. U. Putri, S. Fauziah, and C. O. Darus, “Pelatihan Strategi Social Media Marketing Menggunakan Instagram Dalam Meningkatkan Penjualan Online,” JMM (Jurnal Masy. Mandiri), vol. 6, no. 2, p. 1477, 2022, doi: 10.31764/jmm.v6i2.7336.

R. Pradana, “No Title,” glints. [Online]. Available: https://glints.com/id/lowongan/bidang-digital-marketing/#:~:text=Menurut laman Neil Patel%2C digital,website%2C dan lain-lain.

I. Asmarani, “Luna Buket Bunga,” Nasional, vol. 1, no. 2, p. 23, 2020.

T. Erlin Christiani, “ANALISIS STRATEGI MEDIA SOSIAL DALAM MEMBANGUN BRAND IMAGE (Studi Pada Instagram Fujifilm Indonesia),” J. Visi Komun., vol. 19, no. 1, p. 75, 2020, doi: 10.22441/visikom.v19i1.9844.

A. Unique, “済無No Title No Title No Title,” no. 0, pp. 1–23, 2016.

A. Desia, “ANALISIS DESAIN KONTEN INSTAGRAM SEBAGAI STRATEGI PROMOSI @dkv.budiluhur,” Kartala, vol. 2, no. 1, pp. 1–18, 2023, doi: 10.36080/kvs.v2i1.6.

V. I. Puspita, E. Alfisah, and T. Wicaksono, “Analisisstrategipemasaranusahabuket‘Tokocakesnackbanjarmasin,’” no. 1, 2020.

G. Atiko, R. H. Sudrajat, K. Nasionalita, and U. Telkom, “Abstrak Perkembangan teknologi , informasi dan komunikasi yang terus meningkat membuat jumlah pengguna Internet yang juga semakin tinggi diseluruh dunia setiap tahunnya , tak terkecuali Negara Indonesia . Selain Facebook , Twitter , Youtube , Path , Line ,” vol. 3, no. 2, pp. 2349–2358, 2016.

D. Sari, D. Anastasia, and A. M. Putri, “Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Ayam Geprek Judes Taskurun,” Res. Account. J., vol. 2, no. 1, pp. 19–26, 2022.

Y. T. Kurnianto, “Pemanfaatan Media Sosial Instagram Sebagai Media Promosi Pemasaran Minuman di Banjarbaru (Studi Pada Akun Instagram @tempatbiasa.kopi),” Ilmu Komun., p. 8, 2020.

N. Arifin, “Strategi Pemasaran Melalui Media Sosial dan Minat Beli Mahasiswa,” J. Simbolika Vol 1, vol. 3, p. 2, 2015.

P. Ajif, “Pola Jaringan Sosial pada Industri Kecil Rambut Palsu di Desa Karangbanjar, Kecamatan Bojongsari, Kabupaten Purbalingga,” J. Penelit., pp. 31–40, 2019, [Online]. Available: https://eprints.uny.ac.id/18100/5/BAB III 09.10.033 Aji p.pdf

D. Kusumo and R. Afandi, “Table Of Content Article information ............................................ Rechtsidee,” Indones. J. Innov. Stud., vol. 13, no. 2, pp. 1–12, 2020.

• View Article

• Business

Copyright (c) 2024 Amalia Nurdiana Putri, Nur Maghfira Aesthetika

This work is licensed under a Creative Commons Attribution 4.0 International License.