ANALISIS ISI PENGGUNAAN ELEMEN PUBLIKASI MELALUI INSTAGRAM @SEPATUCOMPASS

Nadhirrahman, Daffa Naufal (2024) ANALISIS ISI PENGGUNAAN ELEMEN PUBLIKASI MELALUI INSTAGRAM @SEPATUCOMPASS. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The development of the local fashion industry in Indonesia is increasing, one of the drivers of the local industry in footwear products, especially shoes, is the Compass brand. The company, which was established in 1998, has become increasingly soaring after the increase in local shoe enthusiasts in the Indonesian market. Compass uses Instagram social media as a publication media, where according to Nugroho & Azzahra (2022) Instagram as a publication media has 6 elements, namely Active, Content, Packaging, Branding, Positioning, and Impact, which need to be considered in carrying out Instagram social media publications. This study aims to see how Compass understands the elements of Instagram publications, using content analysis methods, researchers collect data through documentation. As a result of this study, Compass uses Instagram actively as a marketing communication medium, running marketing campaigns consistently. They use three main types of content: Feeds for product catalogs, Instastories for short promotional messages, and Reels for videos with story telling. In the packaging element, Compass maintains a minimalist concept in content packaging, with a touch of bright colors that match the brand character. Compass branding emphasizes the development of local products and aesthetic values, such as the Kawung batik motif published on Instagram. With this, Compass builds positioning as a quality local brand with attention to aesthetics and nature. The impact of Compass's publications is reflected in the positive feedback and constructive suggestions from Instagram users, confirming the success of their marketing strategy.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Sumardjijati, Sumardjijati NIDN0023036216 UNSPECIFIED
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Social and Political Sciences > Departement of Communication
Depositing User:	Moh Daffa Naufal Nadhirrahman
Date Deposited:	13 Sep 2024 07:32
Last Modified:	13 Sep 2024 07:32
URI:	https://repository.upnjatim.ac.id/id/eprint/28840

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