Promotional Messages on Social Media Marketing for Natural Seeds Jewelry

Abstract

This study aims to examine the promotional messages in social media marketing for natural Seeds jewelry. This research uses descriptive qualitative methods and data is collected through interviews, observation, documents, and literature review. The object of this study is Bumi Putih Spiritual Jewelry, a brand of handmade jewelry products from natural seeds created by Anthony Imanuel Alexander Sutrisno. Data analysis in this research uses Miles and Huberman’s interactive method. The results show that Bumi Putih uses Instagram, Facebook and Twitter integrated for marketing the natural seeds jewelry. Promotional messages conveyed on the three platforms of social media are a combination of verbal and nonverbal messages in the form of text and symbols to influence the audiences’ cognitive, affective, and conative. By using social media, Bumi Putih not only marketing the products but also persuade netizens to respect nature and maintain its sustainability to create a harmonious relationship between human and the environment