PROPOSED THE PROMOTION METHOD TO INCREASE GHALA FLORIST PRODUCT SALES TOWARDS INSTAGRAM

• Main Author: Lathifah Sudrajat, Ghaida
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78649
• Institution: Institut Teknologi Bandung

Ghala Florist is a start-up business company that provide many kind of flower arrangement. Flower industry has a promising future if the company have a right method to promote and sale the product. Currently, with the exceptional strong effect of globalization, digitalization, and social media, the way people or companies promote its brand also evolving. Numerous companies and promoters change their business models from traditional marketing methods into more innovative digital marketing methods. With 22 million active users of Instagram in Indonesia, Instagram become one of the most effective media to be made as a media campaign or promotion. To survive in this filed, Ghala Florist must have a strategy to promote the product used Instagram as a media promotion. The owner would like to grab market from Instagram since the opportunities are high, but Ghala Florist didn’t know what is the best method to promote the product trough Instagram. There are several methods to increase the number of followers and sales in Instagram those are the hashtag, endorsement, and paid promote. The researcher using in-depth interview, observations, documentation and transcription to gather the data. The result of this study to find the right method to promote Ghala Florist Product through Instagram and to prove that Endorsement is the best way to promote product trough Instagram by see the experience of Benchmarking Company and interview with 10 respondents.