Putri, Nadya Almandita (2024) Strategi Komunikasi Pemasaran Digital Me Nail Group Melalui Pemanfaatan Media Sosial Instagram. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Changing market dynamics in the digital era encourage business owners to adapt to digitalization. Meanwhile, Me Nail Group, which is one of the nail beauty care businesses in Surabaya and has been established for fifteen years, needs to face changing market dynamics by utilizing Instagram as a digital marketing communication medium to maintain its existence. The purpose of this research is to determine the digital marketing communication strategy carried out by Me Nail Group through its Instagram account. The focus of this research is to analyze the SOSTAC model regarding how Me Nail Group designs and implements digital marketing communication strategies on Instagram. This research uses descriptive qualitative methods by conducting in-depth interviews (in-depth interview), observation, and documentation as data collection techniques used. The results of this research are that Me Nail Group implements a comprehensive digital marketing communication strategy on Instagram by utilizing the available features to build brand image and brand identity, increase brand awareness, drive purchase decisions and sales, attract new customers, and evaluate the implemented strategies.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Nadya N Putri | ||||||||
| Date Deposited: | 10 Jul 2024 03:22 | ||||||||
| Last Modified: | 10 Jul 2024 03:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25682 |
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