INSTAGRAM ANALYSIS OF LUXURY COSMETIC BRANDS

• Main Author: A Sheren Pagarintan, C
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41671
• Institution: Institut Teknologi Bandung

Luxury brands are facing challenging situations as major changes caused by social media started to change the trend and market situations. As the characteristic of luxury brand and social media are different, there are many hesitations happened. Nevertheless, the opportunities for the development from social media toward luxury brand industry can not be ignored. One of social media platform, Instagram, has being used by many luxury brand industry, one of them is luxury cosmetic brands. This platform enables cosmetics luxury brands to interact and have two-way communication with the wider market without any time or distance barrier and it is the best platform with the highest engagement level nowadays, it’s a chance for luxury fashion company to expand business in luxury cosmetic industry. However, there is still no sufficient literatures that have specifically discussed regarding this luxury cosmetic brands in order to delivered their value by using Instagram effectively for building engagement. Thus, to accomplished purpose for investigating and understanding relationship between elements in luxury values and ways to use Instagram effectively in order to give recommendation about luxury cosmetic brand’s Instagram content to communicate their value well and achieve high customer engagement, researcher used Content Analysis method by evaluating luxury cosmetic brand’s Instagram values and performances ( functional, hedonic, symbolic, financial, and relational) toward five luxury cosmetic brand’s ( YSL Beauty, Dior Make Up, Chanel Beauty, Gucci Beauty, and Tomford Beauty) then give recommendation content to improve luxury value that has not been implemented well and its social media quality. Results of Cross-Tabulation analysis shows, there is no significant correlation between amount of post, account launch date time, number of following and time frame to post with followers numbers. Also number of followers did not indicate the brand will get more interactions, but active posting content about luxury values significantly correlate with customer engagement. Furthermore, Bivariate analysis ( Kendall’s tau- b) analyse the correlation between related variable in this research. Thus, the findings expected to enhance the luxury brand’s understandings regarding relation of digital social media platform especially Instagram for increasing customer engagement and maximizing the usage of it.