@phdthesis{digilib68057,
           month = {August},
           title = {SOCIAL MEDIA MARKETING SKINCARE LOKAL DALAM MEMBANGUN BRAND AWARENESS (ANALISIS ISI KUALITATIF INSTAGRAM @AVOSKINBEAUTY)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 19107030049 Mahsa Pruenela},
            year = {2024},
            note = {Pembimbing: Yanti Dwi Astuti, S.Sos.I, M. A.},
        keywords = {Avoskin Beauty, Brand Awareness, Content, Instagram, Social Media
Marketing},
             url = {https://digilib.uin-suka.ac.id/id/eprint/68057/},
        abstract = {The effectiveness of social media marketing depends not only on the frequency of
posting but also on the quality and relevance of the content presented. Engaging
and interactive content can increase engagement, which in turn can enhance
brand awareness. Additionally, another challenge Avoskin Beauty faces is
adapting to the evolving trends and changes in Instagram?s algorithm. The
fluctuating Instagram algorithm affects content visibility and user interaction,
necessitating flexible and responsive strategies. In this regard, Avoskin Beauty
must continuously compete with local cosmetic brands to convince consumers of
the products offered.This study aims to analyze the level of brand awareness
among consumers of Avoskin Beauty products through the Instagram platform.
The research method used is a qualitative approach, employing content analysis
of AvoskinBeauty?s Instagram and in-depth interviews with five Avoskin
consumers who are active Instagram users. The results show that most
respondents have a high level of brand awareness of Avoskin products. Factors
contributing to this brand awareness include reviews from influencers, Instagram
advertisements, friends and family recommendations. Additionally, engaging
content such as product reviews, collaborations with influencers, and information
about new products play a significant role in increasing brand awareness.}
}