SOCIAL MEDIA MARKETING SKINCARE LOKAL DALAM MEMBANGUN BRAND AWARENESS (ANALISIS ISI KUALITATIF INSTAGRAM @AVOSKINBEAUTY)

Mahsa Pruenela, NIM.: 19107030049 (2024) SOCIAL MEDIA MARKETING SKINCARE LOKAL DALAM MEMBANGUN BRAND AWARENESS (ANALISIS ISI KUALITATIF INSTAGRAM @AVOSKINBEAUTY). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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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.

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