DEVELOPING AN EFFECTIVE INSTAGRAM-BASED SOCIAL MEDIA PROMOTION STRATEGY FOR SAEJIVA ESSENTIAL OIL PERFUME LAUNCH

• Main Author: Farhanah Annas, Najla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84290
• Institution: Institut Teknologi Bandung

Saejiva is a natural perfume brand utilizing essential oils as its primary ingredient. Operating in a highly competitive market, Saejiva faces significant challenges in achieving substantial online sales. Preliminary research indicates that 82% of Saejiva's online sales come from the founders' personal efforts to sell products to their network, highlighting a heavy reliance on direct sales and the ineffectiveness of current digital marketing efforts. This condition underscores the need for a more effective promotional strategy to drive sales for Saejiva's new products set to launch in September. This study aims to develop an effective social media promotion strategy using the framework by Tracy L. Tuten and Michael R. Solomon, focusing on the Instagram platform. A qualitative research method was employed, collecting primary data through in-depth interviews with 10 respondents from Generation Z who represent Saejiva's target market. The data were analyzed using thematic analysis with the aid of NVIVO software. The findings reveal that Saejiva's consumers are highly selective in purchasing perfumes, seeking in-depth information and peer testimonials before making a purchase. These insights form the foundation for the proposed Instagram promotion strategy, which includes creating high-quality content, collaborating with influencers, utilizing Instagram's interactive features, and targeted advertising strategies. This strategy is designed to increase brand awareness, consumer engagement, and ultimately boost sales of Saejiva's new products. The implementation of this strategy is crucial for the long-term sustainability and growth of Saejiva in the competitive fragrance industry. The findings of this research contribute to the understanding of creating specialized promotion strategies for natural perfume companies utilizing essential oils and can be applied by other companies in similar industries.