KOMODIFIKASI DALAM STRATEGI PEMASARAN ONLINE PRODUK MILIK SELEBRITIS DI INSTAGRAM

Abstract

The growing number of social media that emerged, brings Instagram, a photo sharing platform. Instagram is a new medium in the era of interactive communication in the development of communication media. This medium provided for communicating and interacting through photo and/or video. Instagram has an impacts on many aspects, one of which is culture and behaviour of consumers. It happens because of the large amount of information that can be accessed quickly resulting consumers no longer prioritize information from production but using the network with other consumers (word of mouth communication). This research focuses on the current rampant phenomenon of cake or souvenir that is owned by public figure in Malang. Many of those cake consumers who purchased because of the exceptional word of mouth communication about the product ranging from fellow consumers to people who have power in Indonesia (public figure) in Instagram so that information about the products tends to be ignored. This new consumer culture is at low involvement hierarchy, where new consumers evaluate after purchasing products with limited knowledge. The purpose of this research was to determine the role of the new medium to consumer culture. This research used qualitative descriptive research methods with the subject was Instagram users who was also consumers of cake or souvenir owned by actor in Malang. The result of this research was that consumer culture amid widespread of social media especially Instagram, relied more on word of mouth communication (WOM) and the person who spread the WOM compared to the information and knowledge of the product.