Itqon, Akhmad Hamidan (2025) Strategi Komunikasi Pemasaran @persebayastore Melalui Media Sosial Instagram. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to describe the marketing communication strategy carried out by Persebaya Store through Instagram social media and identify the challenges and obstacles faced in its implementation. Persebaya Store as a newcomer in the football club merchandise industry faces stiff competition from various local brands that also use Instagram as a promotional medium. This study uses a qualitative descriptive method with a 7C Framework analysis approach which includes Context, Content, Community, Customization, Communication, Connection, and Commerce. The results of this study indicate that Persebaya Store has fulfilled 7 elements in carrying out a marketing communication strategy through Instagram social media, although the commerce element has not been perfectly formed. The challenges faced are decreasing engagement and high competition with similar stores. This study suggests the importance of improving content quality and consistency in audience interaction in order to maintain customer loyalty. The ease of the features available on Instagram social media can support the strategy determined by Persebaya Store so that the distribution of merchandise product information is carried out appropriately and reaches wider users.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Akhmad Hamidan Itqon | ||||||||
| Date Deposited: | 12 Jun 2025 08:34 | ||||||||
| Last Modified: | 12 Jun 2025 08:34 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37274 |
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