MARKETING STRATEGY IN BUILDING BRAND AWARENESS (Qualitative Study On Instagram Account @localprideindonesian)
Abstract
Brand awareness or brand awareness is one way to measure marketing effectiveness as measured by the ability of customers to recognize and remember names, images and signs associated with certain brands. According to Charles in Atmoko (2018), strategy is a concept of how companies and institutions organize themselves and all activities related to them so that the business they run can succeed in competition. The data sources in this study were 4 informants, 1 Co-founder of the @localprideindonesian Instagram account and 3 business people who had used paid promotional services on the @localprideindonesian Instagram account. The data technique used is the depth interview technique. The results of the study show how the @localprideindonesian Instagram account marketing strategy in building brand awareness. This is influenced by the informant's internal factors, where the informant knows that Instagram social media can build brand awareness by optimizing marketing strategies, so that activities become more effective.
References
[1] Alfiansyah, R., & Listiani, E. (2016). Paid Promote Sebagai Media Promosi. Prosiding Manajemen Komunikasi, 157-162.
[2] Assauri, Sofjan. (2013). Manajemen Pemasaran. Jakarta: Rajawali Pers.
[3] Atmoko, T. P. (2018). Strategi Pemasaran Untuk Meningkatkan Volume Penjualan di Cavinton Hotel
[4] Cangara, Hafied. (2011). Pengantar Ilmu Komunikasi, Jakarta: PT Raja Grafindo Persada.
[5] Cutlip, Scott M. 2006, Effective Public Relations, Jakarta, Prenada Media Group
[6] Gunawan, I. (2013). Metode Penelitian Kualitatif : Teori & Praktik. PT Bumi Aksara.
[7] Soemirat, Soleh. Dkk. 2008. Materi Pokok Komunikasi Persuasif. Jakarta:
Universitas Terbuka.
[8] Arif, G. M., & Millianyani, H. (2015). Pengaruh Social Media Marketing Melalui Instagram Terhadap Minat Beli Konsumen Sugar Tribe. Eproceddings of
[9] Fitria, E. M. (2015). Dampak Online Shop Di Instagram Dalam Perubahan Gaya Hidup Konsumtif Perempuan Sophaholic Di Samarinda.
[10] M Nisrina. (2015). Bisnis Online, Manfaat Media Sosial Dalam Meraup Uang. Yogyakarta: Kobis.
[11] Schivinski, B. (2013). Effects of Social Media Communication on Brand Equity and Brand Purchase Intention. PhD Interdisciplinary Journal, 6.
[12] Stathopoulou, A., Borel, L., Christodoulides, G., & West, D. (2017). Consumer branded #hashtag engagement: Can creativity in TV advertising influence hashtag engagement? Journal Interactive Marketing 34 (4): 448-462
[13] Tulasi, D. (2012). Marketing Communication Dan Brand Awareness. Humaniora, 3(1), 215–222.
[14] Wibowo, Dimas Hendika. Arifin, Zainul. dan Sunarti. 2015, Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM (Studi Pada Batik Diajeng Solo), Jurnal Administrasi Bisnis Volume 29 No. 1, Malang.
[15] Tekno Kompas, Jumlah Pengguna Instagram di Indonesia, https://tekno.kompas.com/read/2019/12/23/14020057/sebanyak-inikah-jumlah-pengguna-instagram-di-indonesia diakses pada 7 Maret Pukul 15:22 WIB
[16] Instagram, Profile Local Pride Indonesian,
https://www.instagram.com/localprideindonesian/ diakses pada 6 Maret Pukul 11.33 WIB
[17] Datareportal, DIGITAL 2021: INDONESIA, https://datareportal.com/reports/digital-2021-indonesia diakses pada 5 Maret Pukul 20.15 WIB
Copyright (c) 2021 JOSAR (Journal of Students Academic Research)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
