STRATEGI ELECTRONIC WORD OF MOUTH PADA PROGRAM EMINA GIRL GANG AMBASSADOR PALEMBANG

OKTARIA, INEZ ZAKIYAH and Putra, Raniasa and Musdalifah, Farisha Sestri (2023) STRATEGI ELECTRONIC WORD OF MOUTH PADA PROGRAM EMINA GIRL GANG AMBASSADOR PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

PT. Paragon Technology and Innovation is one of the companies engaged in cosmetics in Indonesia which oversees several cosmetic brands circulating in Indonesia, namely Wardah, Make Over and Emina Cosmetics. To increase Customer Engagement, Emina Cosmetics is the newest brand issued by PT Paragon Technology and Innovation. Emina Cosmetics formed a beauty community for teenagers, namely Emina Girl Gang Ambassador, which carries out many activities uploaded on social media Instagram and YouTube with campaigns with conditions for posting using certain hashtags. This will encourage the occurrence of Electronic Word of Mouth in conducting marketing communications. Within the electronic word of mouth there are elements that support the Electronic Word of Mouth strategy itself. These elements consist of: Intesity, Valance of Opinions, and Content. The researcher wants to explain "Electronic Word Of Mouth Strategy in the Emina Girl Gang Ambassador Program". This study uses descriptive qualitative methods and data collection using interview techniques. The results of this study indicate that Emina Cosmetics uses Instagram media as intensity with Instagram post and Instagram story features. Valance of Opinion is implemented through the Emina Girl Gang Ambassador using a certain hashtag and inviting the audience directly to the activities carried out by the Emina Girl Gang Ambassador, with a campaign created by Emina Cosmetics as Content. It can be concluded that the Electronic Word of Mouth Strategy in the Emina Girl Gang Ambassador Palembang Program was successful in increasing Customer Engagement with the Electronic Word of Mouth indicators implemented.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Marketing Communication Strategy; Electronic Word of Mouth; Emina Cosmetics; Emina Girl Gang Ambassador; Customer Engagement.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Inez Zakiyah Oktaria
Date Deposited:	16 Oct 2023 01:40
Last Modified:	16 Oct 2023 01:40
URI:	http://repository.unsri.ac.id/id/eprint/129697

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