Firmansyah, Rafli Aprilian (2025) PEMANFAATAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND IMAGE PADA LAFI SWIMMING ACADEMY (Studi Pada Instagram @lafiswimmingacademy). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
This study aims to analyze the utilization of Instagram social media in shaping and strengthening the brand image of Lafi Swimming Academy as one of the swimming sports academies located in Surabaya. Along with the development of digital technology, social media has become a strategic medium in marketing activities and brand image development, particularly for service-based businesses. Instagram was chosen as the object of this study due to its strong visual appeal and interactivity, as well as its ability to reach a wider audience more quickly. This research uses a descriptive qualitative approach, with data collection techniques including in-depth interviews, observation, and documentation. The results of the study indicate that the consistent and well-structured use of Instagram features-such as feeds, stories, reels, and highlights-has significantly contributed to increasing consumer interest and fostering a positive image of the academy in the public eye. The digital strategy implemented by Lafi Swimming Academy has proven effective in attracting the target audience and building closer engagement with consumers. Based on the AISAS model (Attention, Interest, Search, Action, Share), Instagram-based marketing activities facilitate two-way communication that effectively builds trust and consumer loyalty. In conclusion, Instagram plays a vital role in building and maintaining the brand image of Lafi Swimming Academy amid the increasingly competitive sports service industry. Keywords: Instagram, social media, brand image, digital marketing strategy, Lafi Swimming Academy
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rafli Aprilian Firmansyah | ||||||||
| Date Deposited: | 09 Jul 2025 06:35 | ||||||||
| Last Modified: | 09 Jul 2025 06:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39292 |
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