Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022
THE ROLE OF DIGITAL MARKETING COMMUNICATION OF
AROMATHERAPY ALTERNATIVE MEDICINE IN INCREASING CONSUMER
CONFIDENCE
Ahmad Taufiq Maulana Ramdan1.
Rizki Surya Tawaqal2.
Ridma Meltareza3
1,2,3
Program Studi Imu Komunikasi.
Universitas Indonesia Membangun (INABA) Kota Bandung.
Jawa Barat.
Indonesia E-mail: ahmad.
taufiq@inaba.
id1 , rizki.
surya@inaba.
meltareza@inaba.
ABSTRACT
Communication is an important marketing techniques in promoting alternative treatment, products and services since years a go people have interact through communication serve the needs of basic human, of interacting the act of conveying information to another individual to influence the, , opinion or their behavior, either directly or indirectly through.
mediaWith the use of communications technology, people now can communicate more efficient not only with those who live nearby but also across great distances by storing and send a message or information.
The technologies used in communication is a tool , the structure of the organization , and social norm faced by people when gather , process , and exchange information with others Platform social media that is ideal for marketing communications one of them is instagram .
In their aromaterapisehat use instagtam with account names @ aromaterapisehat , and communication marketing that he did.
This study attempts to find out how the role of marketing communications digital alternative medicine aromatherapy to increase consumer confidence.
Methods used in this research is qualitative whose aim is to explore in depth a phenomenon.
The result of digital communication marketing research is done by a aromaterapisehat excellent in used by the digital media instagram to communicate all kinds of information and knowledge about products they sell aromaterapi so consumers easy understand about all sorts of the advantages and disadvantages of and how to benefit from the product of a most aromaterapisehat and true.
Keywords: Marketing communications.
Marketing Instagram.
Consumer Confidence INTRODUCTION only because of the absence of accessible Alternative medicine is not new to professional health facilities but also Indonesians.
This folk medicine has been because of the cultural characteristics typical of Indonesia, where there is still generation since ancient times.
Starting great confidence in alternative medicine.
with herbal medicine, starting from The culture of individuals has an impact intelligent individuals or well-known on the way they think and behave.
members of society, as well as individuals addition, it is easier for consumers to use based on moral principles, they must understand the efficacy or even become a alternative medicine available at the right The majority of people continue to use Indonesia price in their respective pockets.
alternative or traditional medicine, not Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
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02 December 2022 In addition, there is a Health Belief Model (Agusmarni.
Rosenstock with this issue anymore.
One of the therapeutic methods individual beliefs in treatment and health that is currently quite common outside the care efforts.
The Health Belief Model is a model created with an emphasis on so that the public does not have to deal health-related Any non-medical actions, in which the person is ready to techniques is called alternative medicine, behave in response to the threat of disease which is also referred to as a form of and his understanding of the potential consequences of contracting the disease conventional medical care.
Alternative such as disability and social exclusion if it medicine is a type of health care that in attacks it.
The evaluation of the individual addition to or as a substitute for traditional is carried out from the therapeutic medical care, uses techniques, equipment, advantages and the comparison of the or materials that are not part of modern perceived costs of such therapy, the medical standards .
tandard medical energy of treatment, physical effort, and In addition to having few or no side effects, alternative medicine is Alternative currently gaining popularity in Indonesia ingrained in Indonesian culture and has because it is usually cheaper than the cost proven to be very effective in helping the of medical services or medical treatments.
healing of some patients.
People prefer Aromatherapy is one of the alternative medicine because the cost of alternative treatments that can be used to hospitalization is relatively expensive.
reduce stress and anxiety levels in What is important in this case is where the Essential oils are the main person who founded alternative medicine therapeutic component in aromatherapy, came from.
The problem is that there are an additional form of treatment.
The also those who use religious names in extraction of flowers, leaves, stems, fruits, alternative medicine that are used to roots, and resins can all become essential Essential oils are applied topically or Alternative medicine must be chosen wisely by the people, and the government can reduce the Essential oils work on the brain and high health costs of the Indonesian people.
nervous system by stimulating the nerves Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 of smell when inhaled which is related to demographics and has a variety of tools the restoration of psychological conditions that can help marketing efforts, one of including emotions, feelings, ideas, and which is Instagram Ads.
Users can reach a large audience on Instagram by using an (Agustina et al , 2.
advertising platform called Instagram Communication is an important Since time immemorial, people Ads.
Even Instagram offers a unique account called Instagram for Business that can be utilized for social media marketing have interacted through communication.
Through social media today, the which serves basic human needs.
The act flow of information exchange occurs so quickly that it can become a tool for individuals in order to influence their transmitting knowledge and values to attitudes, opinions or behaviors, either directly or indirectly through the media technology that are able to encourage (Effendi, society today can be reviewed through communication technology, people can various forms in accordance with current now communicate more efficiently not only with those who live nearby but also from the availability of short messages to across long distances by storing and visualization media are presented to form sending messages or information.
The an open communication, so that two-way technologies used in communication are communication can be possible to be tools, organizational structures and social created properly (Putra, 2.
With norms that people face when collecting.
Forms Starting Social media creates a new flow of processing and exchanging information with others.
The ideal social media platform for marketing communications is communities in a virtual world.
The Instagram.
development of digital technology has a Instagram is a digital media major impact on the communication platform where direct communication process in it.
The diffusion of the internet, between business people and followers and potential followers is possible.
Instagram horizontally and the ongoing process has Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
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02 December 2022 become interactive.
With the convergence out how the role of digital marketing Internet communication and the gradual diffusion of greater broadband capacity, the power consumer confidence.
This research uses marketing processing of the Internet is distributed to communication theory from P.
Kotler all spheres of social life.
The digitization (Gan, of communication has encouraged the information to consumer decision-making technologies and media systems in which systems is marketing communications.
products and processes are developed includes product statements and images diverse platforms that support a variety of that the business presents to stakeholders media content and expressions within the same network (Muthiah, 2.
(Hilmiyati.
Aromaterapisehat .
Sutisna communication as an effort made by Essential Oils with Pure quality .
, commercial actors to convey and provide without any mixture of Essential oil broad information about goods and blends .
mixture of several Essential services so that consumers have a detailed Oil.
, as well as Essential Oil Products understanding of the products offered by that have been developed as needed.
commercial actors.
Nothing is gained Aromaterapisehat also has standardization without something being given, and that and various tests in its independent process is a process of exchange carried laboratory, to ensure that its products are out by people.
of the highest quality and quality.
This One of the terminologies that means that consumers can implement a marketers use to describe the flow of healthy lifestyle with natural ingredients, information about the company's products Aromaterapisehat Instagtam "marketing Marketers information flows such as direct sales, @aromaterapisehat, and the marketing advertising to promote their products.
interesting to discuss.
Based on the Consumers collect all sorts of information explanation above, this study aims to find through the flow of information carried Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
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02 December 2022 out by marketers, be it the features or Meanwhile.
Michael Cross advantages of the product.
An important (Rahmadhany, 2.
claims that the term "social communication process is communication technologies that bring people together in in the delivery of messages using the one form of cooperation, allow them to communicate information, and allow them Marketing to connect via text, voice, graphics, or defined as a means by which a company web-based platforms, it offers great promises and opportunities to be used as a consumers of the products sold by the company (Susanti, 2.
Marketing Social media users can more easily share information thanks to social communication is a method that can Social media users can access it advance and develop an educational whenever and wherever they choose institution or an organization, so that good because in addition to being accessible through a computer, it can also be prioritized (Tsikirayi et al in Susanti, accessed using a mobile phone / smart This provides an opportunity for This research also uses the concept of social media.
social media is a type of communications whenever and wherever electronic media that allows individuals to they want (Untari, 2.
communicate with each other or provide a This research also uses instagram virtual space where they can do so marketing concepts.
One of the digital (Rahmadhany, media that has almost the same purpose as according to Philip Kotler and Kevin Lane Twitter is the social media program Keller is a platform that users use to share Instagram.
The difference is.
Instagram text, photos, voice and videos.
Social allows its users to upload photos to get media is an online platform that gives different types of information.
Instagram users the opportunity to engage and contains tools that can make images more publicly display their identity immediately beautiful, as well as elements that can or slowly, which promotes the value of inspire its users and foster creativity.
user-generated content.
Instagram can be compared to a social Social network that allows users to send photos Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
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02 December 2022 using an internet connection to share the pages of prominent people.
Post useful information instantly (Puspasari, 2.
includes a reliable presentation Users of the Instagram app can Message Transmission.
publish photos and videos to feeds that can This research also uses the theory be tagged and categorized using location of Integrated Marketing Communication.
data and various effects.
Public or pre- According to Schultz .
, integrated approved followers can see the uploaded marketing communications (IMC) is the Users can follow users to add process of continuously implementing and their content to the homepage, like photos, developing various forms of persuasive and explore other users' content by tag and communication programs for its clients.
region to see what's popular (Mulitawati.
This tactic aims to persuade consumers to Doing marketing activities using think, feel, and act in a way that advances Instagram business goals.
Instagram Marketing.
Instagram Marketing according to communicate the message in the future.
Muttaqin (Kurniawan, 2.
, is the practice of doing marketing activities take into account all channels that can features of introduce the consumer to the goods or Instagram to increase sales and build more services of a brand or enterprise.
In other utilizing all .
ustomer relationship.
According to communication strategy begins with the Lasmadiarta (Kurniawan, 2.
, the idea client and then moves to the business to decide on the structure and methodology emphasize that building trust is very to be applied to run the communication important when making offers.
Through Instagram Instagram, users can do this by sharing The IMC, according to Schultz, is messages that include the following types a marketing communications planning of information: As long as it does not concept that recognizes the added value of interfere with privacy, provide as much the importance of an overarching plan information as possible on their instagram used to assess the strategic role of various Provide a contact and a mailing address where people can contact you.
any, name many partner companies.
Join promotion, sales, and public relations.
Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 and put all this together.
discipline to This strategy is expected ensure optimal impact, consistency and to be able to develop brand identity, boost clarity of the message (Soefijanto, 2.
sales, and expand the company's target After that.
Schultz proposed a IMC is also considered a method revision of the IMC definition based on for planning and assessing the strategic the experience of the businesses that had and synergistic role of a company because adopted it.
This new generation of IMC is it is considered the best way to integrate defined by Schultz and Schultz .
as various communication disciplines.
"a strategic business process used to plan, foster good perceptions, attitudes and build, execute, and evaluate, coordinate, behavior towards brands.
IMC helps build relationships with consumers and other communication programs over time with stakeholders, who play a strategic role in consumers, customers, prospects, and managing the intangible side of the target, relevant internal and external audience.
communication are social processes, they The main purpose of the IMC is to Since are inseparable (Priansa, 2.
One of the challenges of online behavior of the target audience.
IMC
views all sources as potential avenues to there are still consumers who communicate future messages that can lack confidence in web-based shopping.
connect customers or potential customers To gain customer trust, e-commerce with the goods or services of a brand or business people must provide quality and The concept of the marketing Consumer confidence in online mix includes promotions related to shopping is very important, and it is not A promotional mix is a uncommon for this to be one of the main collection of marketing tactics that markers of consumer pleasure and desire to buy goods from certain retailers.
advertising, public relations, personal Therefore, mutual trust between buyers sales, and sales promotion.
and sellers is very necessary (Indirasari Marketing activities can leverage Cynthia Setyoparwati, 2.
According to Pohan and Aulia (IMC) to create and implement more .
, consumer trust is the total of all customer information and all consumer Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
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02 December 2022 assessments about the product, quality, social media in building promotions and and excellence.
There are two degrees of sales then continued with observation and customer trust according to (Ristanti and discourse analysis.
Literature review in Iriani 2.
, which are as follows: .
particular with literature meta- analysis is Trusting Belief Trusting trusting is the a special technique used to create an degree to which a person believes and feels confident in another person in a Trusting belief is the perception Meta-analysis involves collecting of the trusting party .
towards details regarding various previous studies the trusted party .
irtual store selle.
and bringing together the results in four where the seller has characteristics that will benefit the consumer.
McKnight et al Looking for all potential research on a .
state that there are three elements specific research topic or statement.
Develop consistent criteria and screen benevolence, integrity, competence.
studies for relevance and screen research Trusting Intention Trusting intention is an to obtain relevance and/or quality.
intentional thing in which a person is Identifying and recording information into ready to depend on others in a situation, broad findings.
Draw conclusions this happens personally and leads directly based on the findings.
In addition to meta- to others.
Trusting intention is based on analysis, the data retrieval method used is one's cognitive trust in others.
(Neuman, .
(Instagram account @aromaterapiseha.
Method of Implementation Researchers This research uses a qualitative @aromaterapisehat account as a review of approach that aims to explore in depth a digital marketing communications built Qualitative research is a through Instagram.
Researchers identify research activity by placing researchers in Relevant Articles First start on topics the place where the research is carried out related to marketing communications, (Denzin This then digital marketing, social media by qualitative research contains a literature considering published articles as up-to- review, theoretical concepts related to date and up-to-date theories.
Researchers research problems, namely marketing search journals and books in internet communication problems and the use of searches to understand definitions of Lincoln.
Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 marketing, and social media.
intensive the uploads were and what types of content were shared.
Furthermore, researchers examine Discourse Analysis From the the articles as references to identify other observational data found, researchers relevant articles published in this journal analyzed whether the content shared had over the same period of time.
After that the branding that was built and what effect it procedure by searching for more specific had on the engagement rate on netizens.
The whole concept of building marketing Researchers communications is used as a knife for data reviewing the reference list to identify additional articles for inclusion.
In total, dozens of articles in marketing journals researchers draw conclusions.
communications and social media, are Result and Discussion theoretical and subtantive.
The term "Aromatherapy" has Researchers classify Articles and been around for a long time, and can be Data Collection From the articles that found in a variety of cosmetics, cleansers have been collected from each article and fragrances.
Aromatherapy is a term that combines the words "aroma" and published from the table of contents for "therapy.
" The application of these the book or keywords for each journal.
fragrances that have the potential to have Collect a positive impact on the body, mind, and classifications that have already been spirit, is referred to as essential oils, or in Researchers compile data sets Indonesian based on keywords in accordance with the essential oils.
Since it is sedative and has systematics of answering problems in this a calming effect, chamomile essential oil can be used in aromatherapy (Carnahan.
Researchers weeks, namely from February 14 to July essential oil include benefits for lowering 14, 2022 by observing the activity of anxiety, especially anxiety in the elderly and in patients undergoing pre-incision @aromaterapisehat, well-known observations that were carried out for four The and post-excision breast surgery.
Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
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02 December 2022 The benefits of essential oils vary.
Gary Young.
In fact, many items that advertise chairman of the young living essential oils themselves as essential oils are actually company, set out to protect traditional just perfumes and cannot have the desired healing practices using essential oils after effect on health, this also undermines observing the striking differences between consumer confidence in aromatherapy common aromatic oils .
and products in general.
Due to the lack of Therapeutic Grade Essential Oils.
Gary's established international law, it is not clear main inspiration for returning to using how many pure essential oils must be essential oils properly was his expertise, bottled in order to be referred to as his insights, the advice of various essential oils and how the product should specialists, and his wide range of be used, such as for fragrances, aroma One of them is by using massages, or relaxations.
instagram digital communication media As an alternative to conventional with @aromaterapisehat account.
medicine and body care, aromatherapy Young Living Essential Oil mainly utilizes the juices of aromatic produces Essential Oils with Pure quality There are other ways to treat .
, without any mixture of Essential aromatherapy, but inhalation or inhalation oil blends .
mixture of several Essential by dripping 6 drops of aromatherapy on a Oil.
, as well as Essential Oil Products cotton swab and placing it in front of the that have been developed as needed.
nose at a distance of 2 cm for 4 minutes is Young standardization and various tests in its Aromatherapy releases a number of independent laboratories, to ensure that molecules into the atmosphere during the Young Living Essential Oil products meet inhalation process in the form of moisture the highest requirements and quality.
This containing chemical components.
The means that Young Living Essential Oil limbic system of the brain responsible for users can adopt a healthy lifestyle with the integration of systems, the expression natural ingredients, in every home.
Living Essential Oil of feelings, learning, memory, emotions.
Based on the results of the and physical stimulation to relax them, analysis, researchers found that the will receive vapors after being inhaled and absorbed by the body through the nose and @aromaterapisehat Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
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02 December 2022 dissemination or delivery which is the Another form of marketing that increases consumer confidence carried out attitudes or emotions from an individual or by @aromaterapisehat is using Q and A other group using symbols.
In this case, interactive interactions on Instagram @aromaterapisehat Stories that directly answer consumer information, explain the consequences of each disease that may be suffered through @aromaterapisehat provides complete information and corresponds to the Instagram striking colors such as red or yellow in In addition, it is not uncommon writing that is considered important.
Although @aromaterapisehat also uses symbols of @aromaterapisehat always insert research promoting medicine and health businesses like this already has the boundaries of the ingredient it sells, this will obviously regulations set, this does not make it increase consumer confidence because it is not only the opinions used by introducing his alternative medicine, @aromaterapisehat but also facts sourced instead he does not violate the established from research.
regulations at @aromaterapisehat even he @aromaterapisehat also provides remembers these regulations that keep a complete explanation of the use of its himself on a predetermined path.
products so that each consumer can easily The second communication used @aromaterapisehat use the products he sells, besides that @aromaterapisehat use various tools in communication or promulgation which is the Instagram story media to clarify his as a process of conveying a stimulus or explanation of his product, such as by stimulus .
sually in writin.
with the aim using colors that match his product also of changing the behavior of others.
uses short and clear language so that it can Communication occurs when a system or be easily understood by consumers.
source seeks to influence another system An example is when a consumer or its target, by manipulating several asks about "Mbak Eva.
There is a recommendation of oil for work and conveyed through the channels connecting study", then it is answered using simple language in the style that the consumer is Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
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02 December 2022 and also uses the product image to clarify to clean up essential oil energy which is which products are needed by the often polluted with frequency waste.
All the steps of the cleaning are explained communication, the most important thing simply to make it easy for consumers to is to make consumers understand the understand, but although simple, it is products sold well, with the help of digital conveyed very completely so that the @aromaterapisehat comments can easily follow the steps.
This products well so that this can increase the @aromaterapisehat, trust of consumers in their products.
understandable explanation is one way for The color of the letters and consumers to understand their products backgrouds used in every answer made in and by understanding their use well will the instagram stroy @aromaterapisehat make consumers more confident and trust also always use colors that are identical to in @aromaterapisehat products.
Effective marketing communication is when the @aromaterapisehat, namely yellow and message conveyed is right and in The use of this color will also accordance with the target.
@aromaterapisehat products, so that people or consumers who see instagram Conclusion stories @aromaterapisehat will always The @aromaterapisehat, this will increase @aromaterapisehat is very good in using sales, especially for consumers who are instagram digital media to communicate satisfied with their products, and most all kinds of information and knowledge importantly will increase consumers' trust about the aromatherapy products it sells so @aromaterapisehat consistent with the identity of the understand about all kinds of advantages company and the product.
and disadvantages and how to utilize To increase consumer confidence @aromaterapisehat products optimally in its business, @aromaterapisehat also and correctly.
The amount of consumer provide knowledge to its consumers confidence that exists with evidence that through Instagram story media about how Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
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02 December 2022
@aromaterapisehat and more and more @aromaterapisehat Digital consumer confidence because they are immediately responded directly with a simple and easy-to-understand language REFERENCES