ANALYSIS OF AZWA PARFUM'S DIGITAL MARKETING THROUGH INSTAGRAM MEDIA @AZWAPERFUME. PKU

Abstract

The development of information and communication technology has encouraged businesses to use social media as a digital marketing channel. Azwa Parfum uses Instagram account @azwaperfume.pku to introduce its products and communicate with customers. This study describes the implementation of digital marketing based on six indicators: accessibility, interactivity, entertainment, credibility, irritation, and informativeness. The study employs a descriptive qualitative approach and a library-research design. Data are drawn from observation and documentation of the Instagram content discussed in the source thesis, supported by literature review. Data analysis consists of data reduction, data display, and conclusion drawing. The findings indicate that information and ordering access are facilitated through posts, highlights, WhatsApp, and e-commerce platforms. Two-way interaction occurs when the administrator responds to some comments, although responses are not consistent across all comments. Entertainment is presented through content featuring local influencers and public figures. Brand credibility and image are supported by collaborations with influencers and local businesses. However, some comments express dissatisfaction with promotions perceived as falling short of customer expectations. The account also shares information about products, discounts, events, rewards, and partnerships. The study concludes that Instagram supports accessibility, content appeal, and information delivery, while consistent customer responses and clear promotional communication remain important.