IMPLEMENTASI SOCIAL MEDIA MARKETING (SMM) PADA AKUN INSTAGRAM @CREAMYSAUCE.ID DALAM MEMBENTUK BRAND IMAGE

Faizal Az Zuhri, NIM.: 21107030057 (2025) IMPLEMENTASI SOCIAL MEDIA MARKETING (SMM) PADA AKUN INSTAGRAM @CREAMYSAUCE.ID DALAM MEMBENTUK BRAND IMAGE. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid growth of digital technology has encouraged micro, small, and medium enterprises (MSMEs) to adapt marketing strategies through social media. Instagram, with 99.9 million active users in Indonesia, offers a significant opportunity for businesses to strengthen relationships with consumers. This study aims to analyze the implementation of Social Media Marketing (SMM) on @creamysauce.id and its role in shaping brand image. This research employed a qualitative descriptive approach with a case study method. Data were collected through in-depth interviews with the business owner and three followers, as well as documentation and observation of the @creamysauce.id Instagram account. Data validity was ensured using source triangulation, while data analysis followed the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The results show that the implementation of SMM on @creamysauce.id was consistently carried out across six indicators: content creation, content sharing, interactivity, customer engagement, advertising, and brand awareness. The brand image formed through this strategy consists of three dimensions: corporate image, which reflects professionalism and consistency in brand identity; product image, which is shaped by product visualization and consumer testimonials; and user image, which demonstrates consumer pride and identification with a modern and aesthetic lifestyle. The discussion reveals that the effective implementation of SMM not only promotes the brand but also strengthens its image in the minds of consumers. Thus, Instagram serves as a strategic platform for @creamysauce

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