ANALYSIS OF CUSTOMERS PERSONA AND MARKETING STRATEGY FOR SOCIAL COMMERCE PLATFORM FOR INSTAGRAM. A CASE STUDY FOR TOKOINSTAGRAM.ID

• Main Author: Fathiyakan Ramadhan, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84577
• Institution: Institut Teknologi Bandung

The rapid growth of internet users in Indonesia has had a positive impact on business accessibility. Social commerce, a type of eCommerce that encourages shopping and buying through social media, has emerged as a popular trend. Instagram, the most widely used application in Indonesia, has become an attractive option for online transactions, offering a vast potential for online sellers to reach more buyers. To optimize this potential, a social commerce platform that facilitates the meeting of buyers and sellers on Instagram is required, which would address the problems faced by sellers and buyers in conducting online transactions. This qualitative study conducts interviews with thirty Instagram sellers descriptive analysis to investigate the variables of the business model canvas and social commerce design principles, with the aim of providing customer or user development for a social commerce platform on Instagram. Results indicate that Instagram users are interested in visually appealing products that reflect their personal style and prefer purchasing products directly through the app. Based on the study's findings, a marketing strategy targeting the identified customer or user persona is proposed, which includes utilizing social media influencers, creating visually engaging content, and offering personalized product recommendations. Overall, this research provides useful insights for businesses seeking to establish a presence on Instagram and take advantage of the growing trend of social commerce.