PENGGUNAAN FITUR INSTAGRAM SEBAGAI ALAT KOMUNIKASI PEMASARAN ONLINE DALAM MEMBANGUN BRAND AWARENESS (STUDI DESKRIPTIF KUALITATIF PADA AKUN INSTAGRAM @MBAHSAMBATWAE)

Endah Febrianti, NIM.: 19107030031 (2023) PENGGUNAAN FITUR INSTAGRAM SEBAGAI ALAT KOMUNIKASI PEMASARAN ONLINE DALAM MEMBANGUN BRAND AWARENESS (STUDI DESKRIPTIF KUALITATIF PADA AKUN INSTAGRAM @MBAHSAMBATWAE). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The internet and social media in particular have substantially altered people's behavior. Fast information delivery, cost savings, and efficiency are made possible via the internet. Social challenges and diverse demands are addressed via digital platforms like websites and applications. Instagram is one example of how social media, which crosses boundaries and influences communication and social relationships. The internet and social media are essential for businesses in terms of marketing, sales, and customer service. Remote marketing is made possible by gadgets and cell phones, with Instagram successfully employing graphics for marketing objectives and audience engagement. Instagram is used a lot by business owners to advertise their goods and services. The study analyzes the use of Instagram features as an online marketing communication tool in building brand awareness on @mbahsambatwae Instagram account owned by Warung Mbah Sambat. The research method is descriptive qualitative, involving data collection through interviews and documentation of three informants chosen purposively. Warung Mbah Sambat employs two marketing communication strategies: direct and online, utilizing Instagram, Twitter, and online ordering platforms. The marketing mix includes product, price, location, and promotion. Instagram is preferred due to its suitability for visually promoting food and beverages. Key features used for increasing brand awareness are stories and pin feed, engaging followers with polls, questions, and highlighting promos. Collaborations with influencers also aid in brand awareness. This study provides insights into successful strategies and can guide other businesses seeking to use Instagram for brand promotion.

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