Analisis Pemanfaatan Pseudonym Account Sebagai Media Pemasaran Digital Guna Menarik Minat Konsumen (Study Pemanfaatan Akun Twitter @caratsmarket Dalam Penjualan Produk Boy Group Seventeen)

Nova Auliatul Faizah, Syahrul Reza


Pseudonym accounts on social media are a means of entertainment for users, especially on the Twitter platform which involves followers. However, unlike pseudonym accounts in general, the Twitter user @caratsmarket uses their account for the purpose of buying and selling goods. This study aims to find out and examine more deeplyof the use of pseudonym account @caratsmarket as digital marketing media to attract consumer interest. The method used is a qualitative method with data collection through documentation, observation and interviews. The data obtained were analyzed using the theory of Used and Gratification by Blumler, Katz and Gurevitch (1974) with a model of data analysis techniques from Miles and Huberman. The results showed that consumer buying interest in searching for products related to Boy Group Seventeen through the pseudonym account as marketing media was in accordance with the AIDA concept which had four stages, namely product introduction, information search, product evaluation, and consumer buying interest. All these aspects are fully owned by the pseudonym account @caratsmarket. The conclusion is that the use of pseudonym accounts as a marketing medium is very effective in attracting consumer buying interest.


Digital Marketing, Pseudonym, Interest, Consumers

Full Text:



Augustinah, F., & Widayati. (2019). Pemanfaatan Media Sosial Sebagai Sarana PromosiMakanan Ringan Kripik Singkong di Kabupaten Sampang. Dialektika: Jurnal Ekonomi dan Ilmu Sosial Vol. 4 No. 2, 2019, 4, 1-20.

Bulearca, M., & Bulearca, S. (2010). Twitter: a Viable Marketing Tool for SMEs? Global Business and Management Research: An International Journal Vol. 2, No. 4, 2010, 2, 296-309.

Clinten, B. (2019, 10 30). Pengguna Aktif Harian Twitter Indonesia Diklaim Terbanyak. Retrieved Juli 2021, from

Dewi S.Y., R. U., & Nurjaman, Z. Z. (2017). Penggunaan Jejaring Sosial Twitter Sebagai Media Promosi Pada Restoran Ranjang 69. Jurnal Komunikasi dan Media Vol. 1 No. 2 Februari 2017, 1, 51-67.

Pawesti, I. A. (2014). Twitter Sebagai Media Promosi Wisata Kota Semarang. An-Nida : Jurnal Komunikasi Islam Vol. 6, No. 2, 2014, 101-110.

Suryani, I. (2014). Pemanfaatan Media Sosial sebagai Media Pemasaran Produk dan Potensi Indonesia dalam Upaya Mendukung ASEAN Community 2015. (Studi Social Media Marketing Pada Twitter Kemenparekraf RI dan Facebook Disparbud Provinsi Jawa Barat). Jurnal Komunikasi Vol. 8 No. 2, April 2014, 8, 123-138.

Tresnawati, Y., & Prasetyo, K. (2018). Pemetaan Konten Promosi Digital Bisnis Kuliner kika’s Catering di Media Sosial. PRofesi Humas Vol. 3, No. 1, 2018, 3, 102-119.

Triputra, P., & Rewindinar. (2020). Pseudonym And Persona Management In Psychoanalisys Approach Among J-Pop Fans In Social Media. Journal Magister Ilmu Komunikasi Vol. 6 No. 1 Th. 2020, 6, 35-49.

Workman, K. (2015, Mei 12). Dipetik Juni 2021, dari That’s My Fan Name: The Use Of Pseudonyms In Fandom Communities:

Zukhrufillah, I. (2018). Gejala Media Sosial Twitter Sebagai Media Sosial Alternatif. Al-I'Lam: Jurnal Komunikasi dan Penyiaran Islam Vol. 1, No. 2, Maret 2018, 102-109.




  • There are currently no refbacks.

Copyright (c) 2022 JAMBIS : Jurnal Administrasi Bisnis

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

JAMBIS : Jurnal Administrasi Bisnis

ISSN 2775-2615 (Media Online)
Email :  [email protected]