@phdthesis{digilib66597,
           month = {July},
           title = {IMPLEMENTASI DIGITAL MARKETING MELALUI INSTAGRAM DALAM MENUMBUHKAN BRAND AWARENESS DI RUMAH SAKIT PANTI RAPIH YOGYAKARTA},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 20107030085 Adinda Kalista Vidyadhara},
            year = {2024},
            note = {Pembimbing: Handini, M.I.Kom},
        keywords = {Era digital, Instagram, Pemasaran digital, Brand Awareness, SOSTAC},
             url = {https://digilib.uin-suka.ac.id/id/eprint/66597/},
        abstract = {In the digital era, social media serves as an efficient business tool to deliver
information to consumers anytime and anywhere. This study aims to analyze how
digital marketing through Instagram can grow brand awareness at Panti Rapih
Hospital Yogyakarta. Established since 1928, this hospital faces challenges in
attracting new patients and maintaining competitiveness in the healthcare industry.
This study uses the SOSTAC model which includes SWOT analysis in analyzing
digital marketing strategies. This study uses a qualitative descriptive method with
data collection techniques in the form of observation, interviews, and
documentation. The subjects of this study consisted of Public Relations Staff of
Panti Rapih Hospital and Consumers who follow the Instagram account
@rspantirapihyogyakarta. The object of this study is the Implementation of Digital
Marketing Instagram @rspantirapihyogyakarta in Growing Brand Awareness. The
results of the study show that Panti Rapih Hospital has implemented digital
marketing. By using Instagram as a digital marketing platform as an effort to grow
brand awareness among consumers who are actively seeking health services, so as
to increase exposure.}
}