Strategi Pemasaran Digital Pada Bisnis Fragrance Lokal House of Xore Untuk Meningkat Brand Awareness Di Era Media Sosial Instagram

Wibowo, Bagus Putra (2026) Strategi Pemasaran Digital Pada Bisnis Fragrance Lokal House of Xore Untuk Meningkat Brand Awareness Di Era Media Sosial Instagram. Undergraduate thesis, UPN VETERAN JAWA TIMUR.

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Abstract

The development of digital technology has changed the perspective of modern marketing by placing social media as the main tool in building brand image. Instagram, as a visual-based platform, has a strategic role for industries that prioritize aesthetics, such as fragrance. This study aims to analyze the digital marketing strategies implemented by House of Xore, a local perfume business, in increasing brand awareness amid intense market competition and the dominance of major brands. This study uses a descriptive qualitative approach with a case study method. Data was collected through in-depth interviews with owners and marketing staff, direct observation of the official Instagram account content, and documentation of internal company data. The data analysis process was carried out through the stages of data reduction, data presentation, and conclusion drawing. The results of the study show that House of Xore implements a wellplanned digital marketing strategy by highlighting the concept of “affordable luxury.” This strategy is implemented through the creation of consistent visual content, the use of premium color themes, and the utilization of Instagram features such as Feed, Stories, and Reels to build an emotional brand narrative. In addition, responsive two-way communication through comment sections and Direct Messages has proven effective in increasing audience engagement and consumer intimacy. The implementation of this strategy has had a significant impact on increasing brand awareness, as evidenced by the expansion of audience reach and the formation of a positive perception of product quality in the eyes of consumers.

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Thesis (Undergraduate)

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