PENGGUNAAN KOMUNIKASI BERGAYA BAHASA PERCAKAPAN DALAM MEMBANGUN BRAND AWARENESS DI TAHAPAN CONTENT MARKETING (STUDI DESKRIPTIF KUALITATIF PADA MEDIA DARING MOJOK.CO)

ABDILLAH DANARDANA, NIM. 11730027 (2018) PENGGUNAAN KOMUNIKASI BERGAYA BAHASA PERCAKAPAN DALAM MEMBANGUN BRAND AWARENESS DI TAHAPAN CONTENT MARKETING (STUDI DESKRIPTIF KUALITATIF PADA MEDIA DARING MOJOK.CO). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The evolution of information and communication technology moves very fast and helped change marketing communications practices. A brand needs to follow the changes that occur to gain the attention of their customers. One of the marketing communication practices that can be used by a brand to get their consumers' attention is by using content marketing. This research discusses the use of friendspeak style communication in content marketing phases to build brand awareness on Mojok.co. The purpose of this research is to determine the use of friendspeak style communication in content marketing phases conducted by Mojok.co to build brand awareness. This research used a descriptive qualitative method. Primary data comes from interviews, while secondary data comes from documentation and online data tracking. Subjects in this research are Mojok.co visual team that runs content marketing. Researchers use data triangulation techniques to test the validity of research data. The results of this research explained that there are a few phases of the content marketing process by Mojok.co; determine objective, target mapping, content ideation, content creation, content distribution, content amplification, content marketing evaluation, dan content marketing improvement. The content marketing with friendspeak style communication started to build brand awareness at the stages of content distribution. Then, brand awareness becomes stronger on the stage of content amplification.

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