STRATEGI PERENCANAAN PESAN DALAM MEMBANGUN BRAND AWARENESS MELALUI INSTAGRAM (Studi Deskriptif Kulitatif pada JogJamu)

Muhamad Iqbal Ramadan, NIM. : 13730003 (2020) STRATEGI PERENCANAAN PESAN DALAM MEMBANGUN BRAND AWARENESS MELALUI INSTAGRAM (Studi Deskriptif Kulitatif pada JogJamu). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Nowdays fact the interest people in consuming herbal medicine (Jamu) is decreasing because it is outdone by the contemporary drinks that continue to emerge. JogJamu then comes to restore the tradition of drinking the herbal medicine. Armed with a hereditary recipe, JogJamu then rebranded the recipe with a newer strategy so that it could be accepted by consumers, especially young people. This research examines several message strategies implemented by JogJamu using social media Instagram to increase brand awareness. . This type of research is qualitative research and data collection tools in the form of in-depth interviews, observation and documentation. The results of this research indicate that JogJamu uses three kinds of message strategies to build brand awareness, including expressive logic, conventional logic and rhetorical or rhetorical logic.

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