Rachmaddhani, Alifian Rizky (2025) Strategi Komunikasi Pemasaran Brand Awareness Media Sosial Instagram @resikwash. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The shoe repair business is one that has considerable potential, especially due to the high number of sneakers users in Indonesia. This shows that the market for shoe repair, especially sneakers, is vast and promising. Based on a survey conducted by Kurious from Katadata Insight Center (KIC), it was found that 71.5% of the average Indonesian consumers own sneakers, while the remaining 28.5% do not own sneakers. This data indicates that the majority of Indonesians own sneakers, which in turn creates a need for shoe repair services. Resikwash, as a company that provides shoe repair services, has managed to use Instagram social media effectively to strengthen its brand image. By utilizing various features available on the platform, such as photo and video uploads, Instagram Stories, reels, Instagram ads, Instagram Insight, and others. Resikwash is able to increase their visibility and brand recognition among the wider community and build consumer trust in the quality of services they offer in repairing and maintaining sneakers. This research method is descriptive qualitative using The Circular Model of SOME (Share, Optimize, Manage, Engage) approach. The results showed that in accordance with the SOME model proposed by Regina Luttrell, the marketing communication strategy implemented by Resikwash through Instagram is very effective in increasing brand awareness among consumers. Through the use of attractive visual content and features on Instagram, such as uploading photos and videos on feeds, Instagram stories, Instagram story highlights, reels that describe the shoe repair process to the final result, In addition, Resikwash establishes interactions with followers through comments, DM Direct Messages, and responses to consumer questions or complaints, strengthening the relationship between brands and consumers.
| 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: | alifian rizky | ||||||||
| Date Deposited: | 24 Jan 2025 03:45 | ||||||||
| Last Modified: | 24 Jan 2025 03:45 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34336 |
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