SOFT SELLING MARKETING COMMUNICATION STRATEGY THROUGH INSTAGRAM SOCIAL MEDIA TO ACHIEVE MILLENNIALS MARKET SHARE

Using soft sell will cause a more positive affective response than rational appeal or hard sell so that it can increase the level of buying interest, especially share. This study aims to analyze the marketing communication strategy of soft selling through Instagram social media in achieving the millennial market share. The research method used in this study is a qualitative descriptive method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library study) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. The results of the study conclude that the STP strategy is an effort to achieve the maximum target market. STP (Segments, Targeting, Positioning) strategy to suit the type and purpose of the product to be marketed. The modeling that has been carried out as described in the literature study and the results and discussion has succeeded in showing the relationship between the values of Engagement, New Customer, Company Total Sales, Profit, and Marketshare (market share) as evidenced by structural validation

one of which is the development of the Internet. The invention of the internet is a major innovation that finally makes it easy for users as an efficient, effective, and inexpensive communication medium. (Wardaya, 2016) . This situation provides an opportunity for companies to use the internet as a medium to promote their brands on a global scale, regardless of time and place. In addition to the reasons for business development, the use of internet resources from internet users around the world is increasing from year to year. (Mujiyana & Elissa, 2013) . Therefore, after the emergence of marketing through the internet, companies will certainly be more active in marketing their brands by utilizing online media (including social media).
Instagram as a social media with a large enough influence enthusiasts in Indonesia makes it a form of digital marketing. With a total of 170 million active social media users or 61.8% of the total population of social media users, 86.6% use Instagram as a frequently used social media.
Through Instagram, companies can create options to stimulate the target audience by doing marketing. An indirect approach or soft selling can be used because in soft selling the mood and atmosphere are conveyed through beautiful scenes or develop an emotional story.
Soft selling which is a form of selling by using a subtle way that does not directly direct consumers to buy. Reported by (Simplicable in Aliya, 2020) defines soft selling as "a sales technique that is intended not to make consumers feel pressured because of excessive encouragement so that soft selling focuses on subtle persuasion and uses casual language". Indicators of soft selling based on (Okazaki et al., 2010), include: a) Feeling b) Implicit c) Image http://eduvest.greenvest.co.id

Image 1 Soft Selling Indicator
With three categories of content on Instagram that researchers have grouped, namely informative content, emotional content and marketing content, business actors have used soft selling to attract followers to buy. Instagram followers have their own distinctive character, the dominance of which consists of millennials. This dominance is the right market potential for business actors, because the millennial generation has the character of shopping online. The character of IG followers by age can be seen in the graph below: Using soft sell will cause a more positive affective response than rational appeal or hard sell so that it can increase the level of buying interest, especially share (Batra & Ray, 1986) .
In line with research conducted by research conducted by Yoon Donghwan and Kim Byeong-Yong which the use of soft selling advertising can lead to more positive affective attitudes than hard-sell advertising and this will lead to behavioral intentions, namely visit intentions. As well as research by Yoon Jaeyong, et al explained that the factors that influence customer attitudes to buy are not only based on the characteristics of the product. However, there are other factors that are key, namely messages that are soft sell are considered more positive towards marketing success in controlling market share.

RESULTS AND DISCUSSION
Bibliometric analysis in SERVQUAL Research in various fields using PoP Software and VOSViewer and carried out through five stages according to (Fahimnia et al., 2015) and (Setyaningsih et al., 2018) , The results obtained are:

1) Keyword search results
Document search conducted on August 14, 2022 using PoP Software with the keywords " Soft Selling" and " Marketing Communication". The database used is Google Scholar with the period 2013-2022. The results obtained 525 documents in various forms (articles, reviews, conference papers, conference reviews, book chapters, books, short surveys, notes, and editorials).

2) Search boost results
Documents found in the search for the keywords " Soft Selling" and " Marketing Communications". then grouped by inclusive category. As a result, there are 399 English and 126 non-English documents published in the 2013-2022 range. Furthermore, there are 156 documents published by scopus indexed publishers and 369 documents not indexed by scopus. Furthermore, from 156 Scopus indexed documents, 100 journals were obtained that discussed SERVQUAL in various fields in the 2012-2022 period. The final result there are 100 Documents that meet the requirements for further analysis. The document selection stage is shown in Table 1. 3

) The earliest data statistics results
The appropriate documents used for this research were downloaded from the Goggle Scholar database using two different formats, namely Research Information System (RIS) and Comma Separated Values (CSV). The RIS and CSV formats are composed by some salient information from each document, especially abstracts, keywords, bibliometric information and bibliographic information (Hudha et al., 2020) . http://eduvest.greenvest.co.id

4) Data Analysis Results
The data analysis carried out consisted of two stages of analysis, namely Performance Analysis and Science Mapping (Donthu et al., 2021) .

Performance Analysis a) Metrics related to publications and citations
The results of the document selection process have produced 525 suitable documents regardless of the inclusion criteria. Furthermore, using PoP software, the display of metrics related to publications and citations can be seen in Table  2. The data in Table 2 shows that in the period 2013 to 2022, there were 234 published articles that were closely related to SERVQUAL's research in various fields. Furthermore, there are a total of 5766 citations. A total of 257 Authors. Other data shows that the h-index is 23 and the g-index is 36, which means that the h-Index is smaller than the g-Index. This is in line with the opinion (Donthu et al., 2020) which states that the h-index is always lower than the g-Index.

1) Digital Marketing
Research on SERVQUAL in the digital marketing sector is presented in table 3 below: The data in table 3 shows that there are nine SERVQUAL research articles in the digital marketing sector that fall into the H-Index category, where the articles written (Syafna & Fortune, 2021) are articles that have the highest citations, namely 36 citations. Based on the dimensions, the entire study applied 5 dimensions of SERVQUAL as a measurement scale. The results of the study shown in table 3 reveal that the dimensions of Reliability and Empathy are the dimensions that have the greatest influence on digital marketing mastery. Marketers must make a unique positioning compared to other products so that consumers always remember the product they want to market. In achieving the target market, business actors must choose a strategy. Implementing the STP strategy as an effort to reach the maximum target market. STP (Segments, Targeting, Positioning) strategy to suit the type and purpose of the product to be marketed.

2) Market share
Research on SERVQUAL in the Market Share sector is presented in the following table:

Researchgate
The data in table 4 shows that there are six SERVQUAL research articles in the market share sector that fall into the H-Index category, where the articles written (Suryani et al., 2022) are articles that have the highest citations, namely 32 citations. Based on the dimensions, the entire study applied 5 dimensions of SERVQUAL as a measurement scale. The results of the study shown in table 4 reveal that the Responsiveness and Assurance dimensions are the dimensions that have the greatest influence on market share domination. Increased market share can be increased with Engagement support. Increased engagement can be supported by maximizing activity on Instagram. Maximizing activity on Instagram can be done by increasing the number of posts, holding Contests (quiz, give away, tagging friends, and so on), or maximizing the use of Instagram features (reels, stories, posts, IG TV, filters, and Instagram shop). This work has succeeded in showing the proposed modeling of increasing market share through the use of Instagram features.
The modeling that has been carried out as described in the literature study and the results and discussion has succeeded in showing the relationship between the values of Engagement, New Customer, Company Total Sales, Profit, and Marketshare (market share) as evidenced by structural validation.

Effect of Marketing Communication on Market Share Expansion
The influence of marketing communication on the expansion of market share is analyzed by path analysis: