Devinta, Ramadeani Prima (2026) INSTAGRAM CONTENT DESIGN FOR RUMAH BRD USING CUSTOMER PATH 5A STRATEGY. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of social media as a digital communication medium encourages coffee shops not only to deliver information but also to build experiences and emotional connections with audiences, especially younger generations. Social media has become an important factor in shaping consumer perceptions, preferences, and visit decisions toward a coffee shop. Rumah.brd, as a coffee shop, has strong spatial experience potential through its warm, comfortable, and homey atmosphere that supports both social activities and productivity. However, its digital promotion efforts are still not optimal and lack consistency in communicating the brand identity. Existing Instagram content has not fully represented the spatial experience and unique differentiation of the brand, resulting in limited audience awareness and engagement. This study aims to design a structured and well-conceptualized Instagram content strategy for Rumah.brd to improve brand communication and encourage audiences to reach the stages of action and advocacy. The research uses a qualitative method with a descriptive approach. Data collection techniques include observation, interviews with related parties, audience questionnaires, and relevant literature studies. The collected data were analyzed using the Customer Path 5A model (Aware, Appeal, Ask, Act, Advocate) as the foundation for developing the content strategy. The analysis results show that Rumah.brd’s main strength lies in its comfortable spatial experience and homey atmosphere that support audience activities. The content strategy was then designed by integrating visual and verbal approaches along with supporting media that align with the characteristics of the target audience. Through storytelling and spatial experience approaches, the content is expected to build brand awareness, increase audience engagement, and encourage consumer action and advocate.. Keywords : Instagram Comtent Strategy, Brand Awareness, Customer Path 5A, Coffee Shop
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > N Visual arts | ||||||||||||
| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Ramadeani Dea Vinta | ||||||||||||
| Date Deposited: | 26 May 2026 08:30 | ||||||||||||
| Last Modified: | 26 May 2026 08:30 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52852 |
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