Effect of Social Media 'Instagram' as a Tool of Distributor Promotion of Oriflame Masayu Aliyah

摘要

Social media provides a place for people around the world to communicate with, share, comment, and also influence each other. In addition to facilitating communication, social media also can be used as a business tool such as utilizing social media for CRM, so that a new term appears in CRM, namely Social Customer Relationship Management or SCRM. The influence of sizable social media such as Instagram provides a different advantage for business actors, and one of them is Distributor Oriflame Masayu Aliyah who makes social media as a promotional field. In product marketing, Distributor Oriflame Masayu Aliyah introduces its products by using books that contain products offered and offer the products to the consumer one by one. This type of promotion costs a lot of money, time, energy and causes a limitation to reach potential customers. Consumers that are out of reach do not know about the product and the benefits of this product. By using Instagram as a media promotion, consumers will know about the advantages of the product. Widespread internet can make the brand better known to the wider community. The promotion aims to increase awareness, create interest, produce sales or create brand loyalty. Based on the explanation above, this study aims to analyze the influence of social media, Instagram, as a promotional tool for the loyalty of Oriflame customers. This study uses a descriptive research method with a quantitative approach which aims to obtain an overview of the influence of Instagram SCRM as a Distributor Oriflame Masayu Aliyah Promotion Tool. The results show that the quality of goods offered and the convenience of customers shopping cosmetics have the highest presentation value with a percentage of 98.1% and 94.2%, respectively. So it can be concluded that social media, Instagram, as a promotional tool greatly assists the marketing of Distributor Oriflame Masayu Aliyah products.