Model Promosi Media Sosial Laundry Sepatu Savemyshoe

Abstract

Perkembangan media sosial telah mengubah strategi pemasaran bisnis, termasuk dalam industri laundry sepatu. SaveMyShoe, sebagai salah satu bisnis laundry sepatu di Medan, memanfaatkan media sosial sebagai alat utama dalam meningkatkan kesadaran merek (brand awareness), menarik pelanggan baru, dan mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis model promosi media sosial yang digunakan oleh SaveMyShoe serta mengukur efektivitasnya dalam menarik dan mempertahankan pelanggan. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data berupa wawancara mendalam dengan owner, pegawai, dan pelanggan SaveMyShoe, serta observasi media sosial. Analisis data dilakukan untuk memahami bagaimana strategi promosi berbasis digital dapat mempengaruhi keputusan pelanggan dalam menggunakan layanan laundry sepatu. Hasil penelitian menunjukkan bahwa konten visual before-after, testimoni pelanggan, serta promosi diskon dan giveaway merupakan strategi promosi yang paling efektif dalam meningkatkan engagement pelanggan. Instagram dan TikTok menjadi platform utama yang digunakan SaveMyShoe karena kemampuannya menjangkau audiens secara luas melalui algoritma rekomendasi. Dengan penerapan strategi promosi digital yang lebih terarah dan adaptif terhadap tren media sosial, SaveMyShoe dapat terus berkembang dan mempertahankan posisinya sebagai salah satu penyedia jasa laundry sepatu terbaik di Medan. The development of social media has transformed business marketing strategies, including in the shoe laundry industry. SaveMyShoe, as a shoe laundry business in Medan, utilizes social media as a primary tool to increase brand awareness, attract new customers, and maintain customer loyalty. This study aims to analyze the social media promotion model used by SaveMyShoe and measure its effectiveness in attracting and retaining customers. This study used qualitative methods with data collection techniques such as in-depth interviews with SaveMyShoe's owner, employees, and customers, as well as social media observation. Data analysis was conducted to understand how digital-based promotional strategies can influence customer decisions in using shoe laundry services. The results showed that visual before-after content, customer testimonials, and discount and giveaway promotions were the most effective promotional strategies in increasing customer engagement. Instagram and TikTok are the primary platforms used by SaveMyShoe due to their ability to reach a broad audience through recommendation algorithms. By implementing a more targeted and adaptive digital promotion strategy to social media trends, SaveMyShoe can continue to grow and maintain its position as one of the best shoe laundry service providers in Medan.