%0 Thesis
%9 Skripsi
%A ABDILLAH DANARDANA, NIM. 11730027
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2018
%F digilib:33349
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K content marketing, marketing communications, brand awareness.
%P 163
%T PENGGUNAAN KOMUNIKASI BERGAYA BAHASA PERCAKAPAN DALAM  MEMBANGUN BRAND AWARENESS DI TAHAPAN CONTENT MARKETING  (STUDI DESKRIPTIF KUALITATIF PADA MEDIA DARING MOJOK.CO)
%U https://digilib.uin-suka.ac.id/id/eprint/33349/
%X 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.
%Z Drs. Siantari Rihartono, M.Si