%A NIM.: 15730023 Tria Khoirun Nisa
%O Pembimbing: Dr.Diah Ajeng Purwani, M.Si
%T PEMANFAATAN MEDIA SOSIAL INSTAGRAM DALAM
MEMBANGUN BRAND AWARENESS
(Studi Deskriptif Kualitatif pada Akun @Puan_Idn)
%X The fashion industry or commonly known as the fashion world is one of the
industrial sectors that can encourage the economy in Indonesia. As a local company
from Kebumen that is engaged in fashion, Puan Indonesia can compete with
previous brands. In a short time, Puan Indonesia can be recognized by many
Indonesian people. Puan Indonesia in introducing their products has a different
concept from their competitors, the goal is that the existence of their products can
be easily recognized by the public. In this modern era, Puan Indonesia markets its
products by utilizing Instagram social media. This study aims to identify and
analyze the use of Instagram social media in building brand awareness on the
@Puan_Idn account. This study uses a qualitative descriptive method by
conducting in-depth interviews, observations, and documentation in collecting data.
This researcher wants to know the level of Puan Indonesia's brand awareness
through the elements of the Social Media Marketing dimension by As'ad and
Alhadid. The results showed that Puan Indonesia had implemented all elements of
social media marketing and utilized the Instagram feature in building brand
awareness on the @Puan_Idn account.
%K brand fashion; social media; instagram; brand awareness
%D 2022
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib54506