Edukasi Kesehatan Kulit Perempuan Indonesia melalui Media Sosial pada Akun Instagram @hi.flawless

Benedicta Yovi Claudia Udjulawa; Rustono Farady Marta; Rewindinar

doi:10.25139/jkp.v5i3.3685

Edukasi Kesehatan Kulit Perempuan Indonesia melalui Media Sosial pada Akun Instagram @hi.flawless

Benedicta Yovi Claudia Udjulawa Benedicta Yovi Claudia UdjulawaMaster's Degree of Communication Science Department, Postgraduate Studies, Universitas Bunda Mulia, North Jakarta, Jakarta 14430, Indonesia
Rustono Farady Marta Rustono Farady MartaMaster's Degree of Communication Science Department, Postgraduate Studies, Universitas Bunda Mulia, North Jakarta, Jakarta 14430, Indonesia http://orcid.org/0000-0002-2282-4081
Rewindinar

https://doi.org/10.25139/jkp.v5i3.3685

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Abstract

Content marketing has become an essential part of any social media marketing strategy. However, the effectiveness of a content marketing strategy through social media will be determined by its alignment with the prevailing communication model. This study aims to analyze the communication model that takes place in the marketing of educational content regarding the health of Indonesian women's skin on Instagram @ hi.flawless and determine the effectiveness of the content marketing based on the communication model that occurs. This study uses a qualitative approach with a netnographic method. Data collection methods are through observation and interviews, while data analysis techniques use data reduction, data presentation, and drawing conclusions analysis methods. This research shows that the communication model that occurs is Schramm's interactional communication model which can then be further developed into a multistep non-linear communication model and advanced web communication. The use of Indonesian women's skin health education as content for marketing on Instagram @ hi.flawless is known to be in line with the prevailing and effective communication model to be implemented, seen from the relatively high level of consumer involvement and the increase in sales that have occurred.

Keywords: communication model, content marketing, education, social media

Author Biographies

Benedicta Yovi Claudia Udjulawa, Benedicta Yovi Claudia UdjulawaMaster's Degree of Communication Science Department, Postgraduate Studies, Universitas Bunda Mulia, North Jakarta, Jakarta 14430, Indonesia

Benedicta Yovi Claudia Udjulawa, S.Ikom., atau yang akrab dipanggil "Yovi" memperoleh gelar sarjana di bidang Ilmu Komunikasi dari Universitas Bunda Mulia Ancol Jakarta Utara, kemudian melanjutkan pendidikan dijenjang Magister Ilmu Komunikasi di Universitas Bunda Mulia Ancol Jakarta Utara. Prestasi di bidang olahraga telah terukir ketika memenangkan Juara III pada ajang Neptunus Sailing Club Youth Regatta pada 2011 (kategori techno girl) dan tahun 2011 juga mendapat predikat perempuan satu-satunya pada Pelindo II Sailing Championship. Pada tahun 2014 mendapat Juara 1 dari Arts and Culture Contest of Free Drugs Event by BNN DKI Jakarta dan juga pada tahun 2020, mendapatkan Juara III tingkat Nasional Menulis Cerita Pendek dan Puisi di media sosial (instagram). Kegiatan sehari-hari yang dijalani oleh Yovi, sebagai seorang beauty consultant serta executive marketing dari salah satu brand Skincare Asia yaitu Aqua Plus Series. Yovi juga memiliki bisnis sendiri sebagai seorang Freelancer Make Up Artist sejak awal tahun 2019.

Rustono Farady Marta, Rustono Farady MartaMaster's Degree of Communication Science Department, Postgraduate Studies, Universitas Bunda Mulia, North Jakarta, Jakarta 14430, Indonesia

Dr. Rustono Farady Marta, S.Sos., M.Med.Kom. (蔡益安) atau yang akrab dipanggil "Frad" memperoleh gelar sarjana di bidang Ilmu Komunikasi dari Universitas 17 Agustus 1945 Surabaya, kemudian menyelesaikan gelar Magister Media dan Komunikasi di Universitas Airlangga. Prestasi di bidang penelitian telah terukir ketika memenangkan Terbaik III pada ajang Indonesia Media Research Awards and Summit (IMRAS) pada 2014 (kategori media sosial) dan tahun 2015 (kategori media daring). Pada tahun 2016 menerima Beasiswa Menulis Ilmiah Populer bagi Dosen Peneliti dari Tempo Institute, sedangkan 2017 diberikan untuk Hibah Penelitian Disertasi oleh Kemenristek-DIKTI untuk menyelesaikan studi Doktor Ilmu Komunikasi di Universitas Indonesia. Selanjutnya, Frad juga terpilih sebagai 10 peraih proposal penelitian terbaik oleh Komisi Pemberantasan Korupsi Nasional pada tahun 2018. Spesialisasi Frad adalah kajian identitas dan media komunikasi, kegiatan sehari-hari dijalani sebagai pengajar di Program Studi Magister Ilmu Komunikasi Universitas Bunda Mulia. Hal lain yang berkaitan dengan rekam jejak penelitian dapat disimak secara lengkap melalui beberapa identitas akademisi SINTA ID : 259075, Scopus Author ID: 57209452707, Google Cendekia: https://scholar.google.co.id/citations?hl=id&user=FhIdteAAAAAJ, dan ORCiD (BASE & CrossRef): http://orcid.org/0000-0002-2282-4081.

Published

2021-05-31

How to Cite

Udjulawa, B. Y. C., Marta, R. F., & Rewindinar. (2021). Edukasi Kesehatan Kulit Perempuan Indonesia melalui Media Sosial pada Akun Instagram @hi.flawless. Jurnal Komunikasi Profesional, 5(3), 222-243. https://doi.org/10.25139/jkp.v5i3.3685

Issue

Vol. 5 No. 3 (2021)

Section

Articles

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