Paradigm Fitness Indonesia Digital Marketing Communication Through Instagram
Article Sidebar
Main Article Content
Abstract
Sport has now become a way of life for people. Another growing trend in daily activities and efforts to live a healthy lifestyle is exercise. Additionally, regular exercise can keep the body in shape and boost immunity to a variety of ailments. Sports activities can be done both indoors and outdoors. Outdoor sports can be done in parks and fields, which are generally free. In contrast to indoor sports, which tend to be paid for, such as in fitness centres that has grown, one of them is Paradigm Fitness Indonesia. This study's goal is to know how Paradigm Fitness Indonesia uses Instagram to communicate with customers. This study used Krippendorff's content analysis of Instagram postings @paradigmfitnessindonesia as its methodology during January and June 2022. This study's findings lead to the conclusion that Paradigm Fitness Indonesia conducts marketing communications by displaying posts on Instagram @paradigmfitnessindonesia, which are more dominated by posts containing relating to public relations and publicity. Through these public relations and publicity posts, Paradigm Fitness Indonesia brings up the figures of pageant actors who are required to maintain their body appearance. In addition, Paradigm Fitness Indonesia also creates a challenging program for members every month (monthly challenge) to further build bonds between members, coaches/trainers, and Paradigm Fitness Indonesia.
Abstrak
Olahraga kini telah menjadi gaya hidup masyarakat. Tren lain yang berkembang dalam aktivitas sehari-hari dan upaya untuk menjalani gaya hidup sehat adalah olahraga. Selain itu, olahraga teratur dapat menjaga tubuh tetap bugar dan meningkatkan kekebalan terhadap berbagai penyakit. Kegiatan olahraga dapat dilakukan baik di dalam maupun di luar ruangan. Olahraga luar ruangan dapat dilakukan di taman dan lapangan, yang umumnya gratis. Berbeda dengan olahraga indoor yang cenderung berbayar seperti di fitness center yang sudah berkembang salah satunya Paradigm Fitness Indonesia. Tujuan penelitian ini adalah untuk mengetahui bagaimana Paradigm Fitness Indonesia menggunakan Instagram untuk berkomunikasi dengan pelanggan. Penelitian ini menggunakan metode analisis konten Krippendorff pada unggahan Instagram @paradigmfitnessindonesia selama bulan Januari dan Juni 2022. Temuan penelitian ini menghasilkan kesimpulan bahwa Paradigm Fitness Indonesia melakukan komunikasi pemasaran dengan menampilkan postingan di Instagram @paradigmfitnessindonesia, yang lebih didominasi oleh postingan yang berisi terkait untuk hubungan masyarakat dan publisitas. Melalui unggahan kehumasan dan publisitas tersebut, Paradigm Fitness Indonesia mengangkat sosok-sosok aktor kontes yang dituntut untuk menjaga penampilan tubuhnya. Selain itu, Paradigm Fitness Indonesia juga membuat program yang menantang bagi member setiap bulannya (monthly challenge) untuk lebih membangun ikatan antara member, coach/trainer, dan Paradigm Fitness Indonesia.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Dagumboy, E. (2019). Coverage index of various communication platforms: a segmented approach to philippine university marketing. Jurnal Studi Komunikasi, 3(3), 287–315.
Dahiya, R., & Gayatri. (2018). A research paper on digital marketing communication and consumer buying decision process: an empirical study in the Indian passenger car market. Journal of Global Marketing, 31(2), 73–95.
Fiani, I., Windrati, N., Arisanty, M., & Dewi, D. (2021). Tipologi Gaya Video Instruksional di Universitas Terbuka TV. IKOMIK: Jurnal Ilmu Komunikasi Dan Informasi, 1(1), 40–47.
Instagram. (2022a). Instagram post @paradigmfitnessindonesia On 27 May 2022. https://www.instagram.com/p/CeEXAgvBwyM/
Instagram. (2022b). Instagram post @paradigmfitnessindonesia on February 9, 2022. https://www.instagram.com/p/CZwMYXQBhZD/
Instagram. (2022c). Instagram post @paradigmfitnessindonesia on January 2, 2022. https://www.instagram.com/p/CYN-YLHBvZB/
Instagram. (2022d). Instagram post @paradigmfitnessindonesia on January 2, 2022. https://www.instagram.com/p/CYN-90rBAT8/
Instagram. (2022e). Instagram post @paradigmfitnessindonesia on January 21, 2022. https://www.instagram.com/p/CY_lkGiJiZY/
Instagram. (2022f). Instagram post @paradigmfitnessindonesia on June 12, 2022. https://www.instagram.com/p/CesXjqkhElZ/
Instagram. (2022g). Instagram post @paradigmfitnessindonesia on March 1, 2022. https://www.instagram.com/p/CajJ9lGBqNm/
Instagram. (2022h). Instagram post @paradigmfitnessindonesia on March 20, 2022. https://www.instagram.com/p/CbVDC_KhRn9/
Instagram. (2022i). Paradigm Fitness Indonesia Instagram Profile. https://www.instagram.com/paradigmfitnessindonesia/
Keke, M. (2022). The use of digital marketing in information transport in social media: the example of Turkish companies. Transportation Research Procedia, 63, 2579–2588. https://doi.org/https://doi.org/10.1016/j.trpro.2022.06.297
Kim, H. (2019). Globalization and regulatory change: The interplay of laws and technologies in E-commerce in Southeast Asia. Computer Law and Security Review, 35(5), 1–20. https://doi.org/10.1016/j.clsr.2019.03.009
Kim, J., Kang, S., & Lee, K. H. (2021). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, 130, 552–563. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.09.043
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage Publications.
Kusuma, D., & Sugandi, M. (2018). Strategi pemanfaatan Instagram sebagai media komunikasi pemasaran digital yang dilakukan oleh Dino Donuts. Jurnal Manajemen Komunikasi, 3(1), 18–33. https://doi.org/https://doi.org/10.24198/jmk.v3i1.12963
Liokaftos, D. (2012). From ‘ Classical ’ To ‘ Freaky :’ an Exploration of the Development of Dominant ,Organised , Male. University of London.
McNely, B. (2012). Shaping organizational image-power through images: Case histories of Instagram. 2012 IEEE International Professional Communication Conference, 1–8. https://doi.org/https://doi.org/10.1109/IPCC.2012.6408624
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10–29. https://doi.org/https://doi.org/10.1080/21639159.2020.1808812
Octaviana, V., & Susilo, D. (2021). Impact of@ RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284. https://doi.org/https://doi.org/10.25139/jkp.v5i3.3873
Paradigmfitnessindonesia.com. (2022). Paradigm Fitness Indonesia Website Appearance. https://paradigmfitnessindonesia.com/
Piliang, Y. (2011). Dunia yang dilipat: Tamasya melampaui batas-batas kebudayaan. Matahari.
Pramita, E. (2019). Yuk Jadikan Olahraga sebagai Gaya Hidup. https://www.jurnas.com/artikel/52011/Yuk-Jadikan-Olahraga-sebagai-Gaya-Hidup/
Prasetya, M. (2020). Self-presentation dan kesadaran privacy micro-influencer di instagram. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 4(1), 239–258. https://doi.org/10.25139/jsk.v4i1.2301
Putranto, T. (2022). Portrayals the Ideal Men’s Body through the Body’s Nutritional Products. Jurnal Komunikasi Profesional, 6(3), 256–266. https://doi.org/https://doi.org/10.25139/jkp.v6i3.4754
Putranto, T., Suyanto, B., & Ariadi, S. (2022). Digital marketing communication of skincare products to develop men’s consumptive behaviour. Jurnal Studi Komunikasi, 6(1 SE-Articles), 199–212. https://doi.org/10.25139/jsk.v6i1.4346
Samiei, D., & Mehrabi, Z. (2019). Content analysis of the first chapter of the twelfth grade chemistry book based on the william romey’s method and determining its importance with the shannon entropy method. 1(3), 53–72. https://www.sid.ir/en/journal/ViewPaper.aspx?ID=720429
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/https://doi.org/10.1016/j.ijresmar.2021.09.005
Sucipto, K., & Yahya, A. (2022). Strategi komunikasi pemasaran digital subway indonesia melalui reels instagram@ subway. indonesia. Jurnal Komunikasi Profesional, 6(1), 68–78.
Suripto, T. (2019). Kajian Literatur Efektifitas Pemasaran Produk Dengan Menggunakan Sistim Online Marketing di Era Disruption. JESI (Jurnal Ekonomi Syariah Indonesia), 8(2), 120–128. https://doi.org/http://dx.doi.org/10.21927/jesi.2018.8(2).120-128
Susilo, D. (2021). Analisis wacana kritis van dijk: sebuah model dan tinjauan kritis pada media daring. Unitomo Press.
Syarief, I. (2021). Jaga Imun dengan Menjadikan Olahraga Sebagai Gaya Hidup. https://www.suarasurabaya.net/olahraga/2021/jaga-imun-dengan-menjadikan-olahraga-sebagai-gaya-hidup/
UNPI. (2016). Menkes: Olahraga Sebagai Gaya Hidup. https://unpi-cianjur.ac.id/berita-2085-menkes--olahraga-sebagai-gaya-hidup
Utomo, A. (2020). Upaya bersepeda sebagai moda transportasi serta gaya hidup baru menjaga kebugaran jasmani. Prosiding Seminar Nasional Fakultas Ilmu Kesehatan Dan Sains, 1(1).
Wijayanti, K. (2009). Fenomena Pusat Kebugaran dalam Perkembangan Kota. Universitas Indonesia.
Wisnubrata. (2020). Tren Olahraga 2020 untuk Menunjang Gaya Hidup Sehat, Apa Saja? https://lifestyle.kompas.com/read/2020/01/30/060600220/tren-olahraga-2020-untuk-menunjang-gaya-hidup-sehat-apa-saja-?page=all