NERISSA, SANIA (2021) STRATEGI PEMASARAN DALAM MEMBANGUN BRAND AWARENESS (Studi Kualitatif Pada Akun Instagram @localprideindonesian). Undergraduate thesis, UPN "VETERAN" JATIM.
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Abstract
Brand awareness or brand awareness is one way to measure marketing effectiveness as measured by the ability of customers to recognize and remember names, both signs associated with certain brands. According to Charles in Atmoko (2018), strategy is a concept of how companies and institutions organize themselves and all activities related to them so that the business they run can succeed in competition. The theory used in this study is a marketing strategy according to Chandra (in the journal Wibowo, Arifin, and Sunarti and coupled with another reinforcing theory, namely the theory of brand awareness according to David Aaker in Handayani. The research method used is qualitative. This research was conducted by the Cofounder of the @localprideindonesian Instagram account and business people who have used paid promotional services on the @localprideindonesian Instagram account. There were four informants. The data in this study were collected by indepth interviews. The analysis technique in this study went through three stages, namely data reduction, data presentation, and drawing conclusions. The results of the research are how the @localprideindonesian Instagram account marketing strategy in building brand awareness. This is influenced by internal informants, where informants know that Instagram social media can build brand awareness by optimizing marketing strategies, so that activities become more effective. Keywords: Strategy, Brand Awareness, Instagram
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 04 Nov 2021 03:18 | ||||||||
| Last Modified: | 04 Nov 2021 03:28 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2962 |
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