VIRAL MARKETING SEBAGAI STRATEGI DALAM MENINGKATKAN BRAND AWARENESS (Studi Deskriptif Kualitatif pada Fanpage Facebook Indihome Witel Yogyakarta)

Imam Adriyan, NIM : 14730039 (2018) VIRAL MARKETING SEBAGAI STRATEGI DALAM MENINGKATKAN BRAND AWARENESS (Studi Deskriptif Kualitatif pada Fanpage Facebook Indihome Witel Yogyakarta). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

The progress of the digital world of communication stemming from the increasing number of internet users in Indonesia caused the increasingly tight market competition, especially in the business field. With such conditions, of course every company who wants to launch a new product needs to do a plan. The plan includes a strategy that can make the product faster and more recognizable and have a high degree of brand awareness. One strategy that can be done by the company is a viral marketing strategy. This viral marketing strategy has been done by Indihome Witel Yogyakarta, one of them by utilizing social media fanpage facebook. The purpose of this study is to know viral marketing is used as a strategy in increasing brand awareness on facebook fanpage Indihome Witel Yogyakarta. The type of research method used is qualitative descriptive method with data collection technique through interview, observation and documentation and sampling technique used is purposive sampling. The results of this study is viral marketing is used as a strategy in increasing brand awareness applied to facebook fanpage Indihome Witel Yogyakarta by using a more educational concept and provide information related to the importance of using the internet today, as well as sending interesting posts like a good picture display , promo-promo, and held a lottery for public awareness of Indihome brand can increase. In the process viral marketing is used as a strategy to increase brand awareness applied to facebook fanpage Indihome Witel Yogyakarta runs well, meaning viral marketing run by Indihome Witel Yogyakarta has succeeded in increasing brand awareness of Yogyakarta society to Indihome product and has made Indihome product brand at the top of mind level or at the peak of the customer's mind. Keywords: Viral marketing, fanpage facebook, brand awareness

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