Abstract
The purpose of this study was to determine the consumer behavior of Instagram users in Marketing 4.0 based on Customer Path 5A. Data collection techniques used observation and in- depth interview , with health protocols implemantation in New Normal. Stages in data analysis include data reduction (data reduction), presenting data (data display) and drawing conclusions and verification (conclusion drawing / verification). Based on the results of research conducted on four NSB Beauty Studio customers who use social media Instagram, the conclusion of consumer purchasing decisions for NSB Beauty Studio service have basically through all stages of Customer Path 5A, starting from problem recognition to post-purchase behavior about Aware, Appeal, Ask, Act, and Advocate. All informants also said that Instagram helped them get to aware and make purchases of the NSB Beauty Studio brand.
Highlights
Along with the development of human life, consumer behavior changes, especially supported by the development of technology
Based on the results of interviews with informants, it can be seen that the followers of the NSB Beauty Studio Instagram account have a pattern of buying behavior that is relevant to the Customer Path 5A concept which consists of aware, appeal, ask, act, and advocate in purchasing products offered by the NSB Beauty Instagram account
The behavioral process of purchasing decisions by followers of NSB Beauty Studio on Instagram is a broad decision making process by going through all phases in Customer Path 5A : 1. Aware Stage It is a stage which is an introduction to the NSB Beauty Studio brand, followers of the NSB Beauty Studio Instagram account get to know the NSB Beauty Studio brand through Instagram even though the followers of the NSB Beauty Studio Instagram account know the brand after being recommended by others on Instagram
Summary
Along with the development of human life, consumer behavior changes, especially supported by the development of technology. Instagram is an application about photo and video sharing that allowed the users to take photos and videos and post it to their own account with additional filters to beautify them. Its a combination of two words "insta" and "gram", Instagram means the taking and viewing photos which can sent or shared with others. This digital marketing process happen due to era revolution 4.0 which requires business to adapt and changes caused by the development of technology and information. According to Marketing 4.0 Moving from Traditional to Digital by Philip Kotler, Hermawan Kertajaya and Iwan Setiawan (2019) that stated Marketing 4.0 is a marketing approach that combines online and offline interactions between customers and companies.
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