Ibrahim, Bimbim Malikh (2022) Strategi Social Media Marketing Se’i Sapiku Indonesia dalam Meningkatkan Brand Awareness melalui Instagram. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Starting a business without the right strategy will make a business losing money and even bankrupt, coupled with the pandemic conditions that require many businesses to carry out new strategies to enter the digital era. Digital marketing communication should be a medium that can support the development of UMKM brand awareness, but the use of digital marketing communication itself in Indonesia is still very minimal. Researchers want to analyze how Se'i Sapiku applies digital marketing communication strategy in building its brand. This research is interesting, especially since Se'I Sapiku Indonesia has succeeded in becoming the top of mind for se'i connoisseurs. This study uses digital marketing communication theory, especially social media Instagram, with descriptive qualitative research methods with in-depth interviews with resource persons who are a team from Se'i Sapiku Indonesia, such a Co Founder and COO (Chief Operational Officer), CDMO (Chief Digital Marketing Officer). ), Digital Marketing Project Manager, and Social Media Manager. Researchers also collect data through company documents, and participant observation. The results of the study found that Se'i Sapiku Indonesia still use conventional marketing communication as the basis for determining the strategy applied in carrying out digital marketing communication activities because the use of social media was only a platform change, while consumers were basically the same, namely humans. So, what needs to be adjusted is the market habit in the use of social media. And the use of KOL, Influencers, and press releases is very helpful in gaining consumer trust in the process of building brand awareness.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Bimbim Malikh Ibrahim | ||||||||
| Date Deposited: | 27 Jul 2022 08:37 | ||||||||
| Last Modified: | 27 Jul 2022 08:37 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8452 |
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