Digital Marketing : Analysis in Social Media Platform and Content
Meutia Arsanti & Dr.Rizal Edy

University of Indonesia

Abstract

Technology are emerging and Internet user increasing rapidly and now the use of Social Media also expanding not only for personal use but also for company Brand. Now Marketing specialist this days also believe that using Social Media is effectively to boost its Company Brand with more effectively than conventional way. The objectives of the study is to analyze the use of social media platform that customer use related to a brand and content that trigger their behavior using a case study of Sunpride Brand. Fresh Fruits were categorize as impulse product and heavily depends on offline marketing strategy to engage to the customer and Sunpride were market leader in fresh fruit in Indonesia market. As the current situation of ^New Normal^ caused by the Pandemic, offline marketing strategy may not as effective as before to attract customer to come and buy in store. The study will provide a suggestion of digital strategy plan for Sunpride Brand by maximize the potential tool for social media platform and content that trigger the customer behavior in engaging a brand. Primary data will be gathered using Qualitative Study through interview from social media user and secondary data will be gathered from company records on social media. The Data process will be using content analysis approach to answer the objective of the study. Hopefully this study can be as start to understand the Fresh Fruit Consumer and more specific content Digital Social Media use relatively to a Brand.

Keywords: Digital Marketing, Social Media, Qualitative content analysis

Topic: Marketing Management