An ANALYSIS OF CUSTOMER PERCEPTION OF ENGLISH CAPTION ON MAKEOVER’S OFFICIAL INSTAGRAM BUSINESS ACCOUNT

Abstract

MakeOver is an Indonesian cosmetic brand that mostly uses Instagram as its main social media. They can interact with the customer, share the promotion, and new products launching on it. MakeOver promotes its product and describes it in English on its Instagram caption, but the English language is not the first language used by Indonesian. This research is conducted to gain more knowledge about customer perception especially local customers in Pontianak, Indonesia. This study uses a qualitative method. The data collection technique uses the interview. The interview is conducted with nine respondents who accessed MakeOver’s Instagram account at least 2 – 3 times. The data collecting method uses the technique of data Condensation, Display, and Drawing Conclusions in the form of narration. From this research, the writer found that the customers perceive the English caption used on MakeOver’s Instagram business account with positive expressions such as amazed, interest, and impressed. However, there are also the customers who perceive it negatively, such as being troubled and inconvenient. In conclusion, using English captions can be attention-grabbing. However, using an English caption does not necessarily attract the customer to buy the product.