Marketing Communication Strategy at PADAHALSEKON Thrift Business through Instagram Social Media in Reaching Millennial Generation and Gen Z
Main Article Content
Abstract
The digital era presents new business opportunities for business people, one of which is the thrifting business in various regions. This thrifting business focuses on selling quality used clothing and is in demand by the millennial generation and Gen Z. PADAHALSEKON is a thrift located in Pekalongan city which has 54.2K Followers on Instagram. This research aims to analyze the marketing communication strategy implemented by the PADAHALSEKON thrift business through Instagram social media in reaching the millennial generation and Gen Z. Using a descriptive qualitative approach, data was collected through interviews, observations, and document analysis. The results show that creative content-based marketing strategies, active interaction with audiences, and collaboration with influencers are effective in increasing audience engagement, brand loyalty, and product sales. Millennials and Gen Z are attracted to aesthetically pleasing visual communication styles, relevant product narratives, and sustainability values. Nonetheless, challenges such as market competition and changing social media algorithms need to be overcome to maintain marketing success. This research provides insights for thrift businesses and academics in understanding marketing communication practices that are relevant to the needs of today's digital audience.
Article Details
References
Abidin, C. (2018). Internet Celebrity: Understanding Fame Online. Emerald Publishing.
Armstrong, G., Kotler, P., & Opresnik, M. O. (2018). Marketing: An Introduction (13th ed.). Pearson Education.
Arsita, A. (2017). Simulacra Baudrillard dalam Multidimensi Postmodernisme: Kajian Fotografi Makanan dalam Media Sosial instagram. Rekam: Jurnal Fotografi, Televisi, dan Animasi, 13(2), 85-98.
Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice. Pearson.
Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39.
De Veirman, M., Hudders, L., & Nelson, M. R. (2021). What Is Influencer Marketing and How Does It Target Young Consumers? Journal of Advertising Research, 61(1), 3–7.
Fromm, J., & Garton, C. (2013). Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever. AMACOM
Irwan, I., Kolopaking, L. M., Muljono, P., & Yonvitner, Y. (2019). Strengthening the Solidarity Through Social Media Networks in Communities at the Ciliwung Riverbank. KOMUNITAS: International Journal of Indonesian Society and Culture, 11(2), 188-194.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2020). Marketing 5.0: Technology for Humanity. John Wiley & Sons.
Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Pratama, R. (2022). Strategi Konten Media Sosial untuk Bisnis Thrift di Indonesia. Jurnal Komunikasi Digital, 4(2), 100-115.
Raehang, S., & Karim, A. (2024). Effectiveness of Visual Content in Digital Marketing: A Case Study. Journal of Marketing Communication, 12(3), 45-60.
Sari, P., & Mahendra, A. (2020). Media Sosial dan Loyalitas Konsumen: Studi pada Generasi Milenial. Jurnal Ilmu Komunikasi, 12(3), 45-60.
Smith, A. N. (2020). Marketing to Millennials and Gen Z: The role of values and authenticity. Journal of Consumer Marketing, 37(3), 315–326.
Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson Education.
Statista. (2023). Social Media Usage Among Millennials and Gen Z in Indonesia.
Soekarno, I., & Ratnasari, D. (2021). Peran Media Sosial dalam Pemasaran Bisnis Thrift. Jurnal Manajemen Pemasaran, 10(1), 50-65.
Melati lutfiah Dian Ningrum, 2023,https://bisnis.espos.id/budaya-thrifting-sudah-muncul-sejak-revolusi-industri-di-abad-ke-19-1575424, es/Maintenance%20profit%20center.pdf.