The Application of New Media by Digital Entrepreneurship Men’s Skin Care “Lumin” in Pandemic Covid-19

ABSTRACT: The purpose of this study is to explain how Lumin uses new media to achieve its mission as a digital entrepreneur. The digital era has brought a new concept in business, namely the use of new media in product marketing. Lumin is a product that utilizes new media to expand consumer networks to various countries. This study uses the theory of communication models from Laswell, new media, and digital entrepreneurship. This study uses constructivism qualitative research methods to be able to produce descriptive data in a person’s spoken or written language and observed behavior. Based on this research, it was found that Lumin’s communication process in marketing its products has succeeded in getting many consumers. However, the main issues raised in the negative comments, namely the poor quality of products and customer service, are outside the scope of this research, namely related to the product itself and the after market. Lumin needs to be more responsive in dealing with various comments about its products in order to maintain its success in marketing products through new media.

Keywords –Lumin, New Media, Digital Entrepreneurship, Communication Model