Azzahra, Revalina Fayza (2026) STRATEGI SOCIAL MEDIA MARKETING PHOTOBOX DALAM MEMBANGUN BRAND AWARENESS DI INSTAGRAM @PHOTOMATICS.ID. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Indonesia's photobox industry has experienced significant growth, particularly among young generations who are active on social media. Amid increasingly intense competition, a brand's ability to build brand awareness through digital platforms has become a key determinant of success. Photomatics, as one of the leading photobox brands, utilizes Instagram as its primary medium for building brand identity and awareness among its target audience. This study aims to analyze Photomatics’ social media marketing strategy in increasing brand awareness through Instagram using Chris Heuer’s 4C Framework approach, which consists of context, communication, collaboration, and connection. This research is motivated by the increasing competition in the photobox industry in Indonesia and the importance of social media as a medium for building brand closeness and awareness among young audiences. The research method used is descriptive qualitative, with data collection techniques carried out through in-depth interviews, observation, and documentation. The informants in this study consisted of the Head of Marketing, Social Media Specialist, Content Creator, KOL Specialist, and Community division of Photomatics. The results of the study indicate that Photomatics’ social media marketing strategy is implemented through the development of content context that adapts to audience characteristics and social media trends, flexible and evaluation-based digital communication, collaborations with KOLs, artists, and ambassadors, as well as a connection approach through personal interaction and consistent audience engagement. These four elements are implemented in an integrated manner, mutually reinforcing one another to form a digital communication strategy that cumulatively builds Photomatics' brand awareness among its audience in a gradual and sustained manner. This study demonstrates that strong brand awareness is not built through a single viral campaign, but rather through the consistency and integration of strategies carried out continuously across every touchpoint between the brand and its audience.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications | ||||||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||||||
| Depositing User: | revalina fayza azzahra | ||||||||||||
| Date Deposited: | 26 May 2026 07:54 | ||||||||||||
| Last Modified: | 26 May 2026 08:13 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52876 |
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