Analysis Instagram @wardahbeauty Digital Content on Moeslem MIllenials Mind (Qualitative Research by Using Consumer Path 5A Model)
INDRA NOVIANTO ADIBAYU PAMUNGKAS

FACULTY OF COMMUNICATION AND BUSINESS, TELKOM UNIVERSITY, BANDUNG
indra.im28[at]gmail.com

Abstract

Nowadays, the number of moslem millennials will be the becoming potential target market for some brands in digital era. Women are the users of cosmetic and the number of halalan searchers. The number of moeslem millennials are increase rapidly. Wardah is the brands of halalan cosmetic that becoming famous among millennials. This Research aims to find out how the digital content can be understood by this millenials in every part of the consumer path 5A that consist of Aware, Appeal, Ask, Act and Advocacy which is showed that the behavior of the digital customers. This research used qualitative research by using interview to the informants that are user of Wardah Cosmetic , moeslem millennials dan the followers of wardah beauty cosmetic account of instagram. The result shows that there are steps to make the content can be understood by the followers and users. in every step of consumer path 5 A there are some process that how the user understood about the content by having several steps in every consumer path stag for Digital Moeslm Millenials consumers

Keywords: Consumer Path 5 A, Consumer Behaviour, Moeslem Millenials, Instagram , Digital Content

Topic: Communication Studies