IMPLEMENTASI KREATIVITAS IKLAN PADA BAKPIA PATHOK 25 DALAM MEMPERTAHANKAN BRAND AWARENESS (STUDI KUALITATIF PADA IKLAN DI AKUN INSTAGRAM @bakpia25official)

Aliya Siti Nur Rohmah, NIM.: 21107030114 (2025) IMPLEMENTASI KREATIVITAS IKLAN PADA BAKPIA PATHOK 25 DALAM MEMPERTAHANKAN BRAND AWARENESS (STUDI KUALITATIF PADA IKLAN DI AKUN INSTAGRAM @bakpia25official). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the implementation of Bakpia Pathok 25's advertising creativity in maintaining brand awareness through the Instagram social media platform @bakpia25official. The research background is based on the increasingly fierce competition in the Yogyakarta souvenir industry, which demands companies to have creative and adaptive marketing communication strategies to adapt to digital developments. This study used a descriptive qualitative approach, with data collection techniques including observation, documentation of Instagram content, interviews with the creative marketing team and consumers, and expert triangulation. The theoretical basis used is the AIDCA (Attention, Interest, Desire, Conviction, Action) model, which is linked to the levels of brand awareness: unaware of the brand, brand recognition, brand recall, and top of mind. The results show that Bakpia Pathok 25 is able to attract audience attention through consistent visuals, a distinctive color identity, and the use of Instagram features. Consumer interest and desire are built through informative content, storytelling, testimonials, and product promotions. Trust is strengthened through active interaction, quick responses, and a credible brand image. All of these strategies encourage purchasing and strengthen Bakpia Pathok 25's position as a souvenir brand that consumers remember and prioritize. Therefore, implementing creative advertising on Instagram has proven to be crucial in maintaining Bakpia Pathok 25's brand awareness in the digital age.

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