ANALYTICAL HIERARCHY PROCESS FOR CUSTOMER PREFERENCES OF VIDEO MARKETING IN INSTAGRAM

• Main Author: MAKARIM/ 29116480, LUQMAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28663
• Institution: Institut Teknologi Bandung

The advancing of the internet have changed the way people communicate and interact each others. This is causing businesses migrate their advertising and customer interaction in online world. One of the main reasons for this shift is the significant growth of social media platforms. Social media is a very easy and cost effective way to reach out to current and potential customers. One of the social media that have a huge amount of users is Instagram.By 2018, Instagram have more than 1 billion monthly actives users that indicates most of people nowadays using Instagram to interact and communicate in their daily life. For companies it can be the opportunity to gain more awareness from Instagram users in order to increase their selling. <br /> <br /> <br /> <br /> <br /> <br /> This research was conducted using qualitative method through interview with brand owners and influencers, and by doing research on journals, and quantitative method by using pairwise comparison analysis. The 10 factors of video marketing at Instagram are product, video quality, story, information, aesthetic, color scheme, model, brand image, video concept, and animation. By using pairwise comparison that calculated in software ExpertChoiceTM, this research found that the top 5 most important factors are story, brand image, information, video concept and product. <br /> <br /> <br /> <br /> <br /> <br /> The top 5 most important factors then will be used by MejaBundar Studio as the researcher’s company to develop video marketing in MejaBundar Studio’s Instagram. <br />