THE EFFECT OF LOCATION TARGETED INTERNET ADVERTISEMENT ON INSTAGRAM ADS TO GAIN POTENTIAL CUSTOMER FOR SERVICE BUSINESS (CASE STUDY: @KAGUMIBEAUTY_)

Adriansyah  Ekaputra; Widyapuri  Prasastiningtyas; Barick  A. Setiawan; Hayun  Setiawan; Winda  Febrianti; Finna  Kharisma Putri

Adriansyah Ekaputra Faculty of Social and Political Science, Sangga Buana University, Bandung
Widyapuri Prasastiningtyas Faculty of Social and Political Science, Sangga Buana University, Bandung
Barick A. Setiawan Faculty of Social and Political Science, Sangga Buana University, Bandung
Hayun Setiawan Faculty of Social and Political Science, Sangga Buana University, Bandung
Winda Febrianti Faculty of Social and Political Science, Sangga Buana University, Bandung
Finna Kharisma Putri

Keywords: digital marketing, location based advertisement, Instagram ads, service business

Abstract

Attracting potential customer through internet advertisement is a common way in business nowadays. Different methods could cause different effect and effectiveness depends on the basic industry. Service business specifically beauty service usually has local offline store and have needs to attract potential customer to have treatment on spot. The research put location targeted method on Instagram ads intend to observe the effectiveness to gain potential customer through internet advertisement. This research methodology using some advertisement methods combined but focus on location targeting effectiveness on Instagram ads tool. The research tested combined advertisement methods by focus on using specific scope of area location targeting from offline store of the business. The result show that large scope area targeted from the store shows good impression on the advertisement but not gaining potential customer. Otherwise, small scope area targeted from the store shows good impression on the advertisement and also gaining some potential customer to directly contact business account to ask about the service and/or directly booking for treatment. This research shows that location targeted internet advertisement on Instagram ads is a good method for service business specifically beauty service business with local offline store to gain potential customer through digital marketing.