SARI, AI WULAN (2021) STRATEGI KOMUNIKASI PEMASARAN ONMEAT.ID DALAM MENINGKATKAN BRAND AWARENESS Studi Deskriptif Pengelolaan Instagram Onmeat.id Periode Mei 2020. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Onmeat.id merupakan sebuah merek usaha kuliner yang berbahan daging dan ikan, seperti sushi, shabu, steak, tomyum korean barbeque. Onmeat.id tidak memiliki toko dikarenakan kondisi pandemic yang kurang kondusif untuk membuka toko tetapi melakukan pemasaran secara online. Onmeat.id memanfaatkan fasilitas instagram untuk melakukan strategi pemasarannya melalui fitur-fitur seperti konten Instagram Feed, Instagram Story dan jadwal penayangan iklan di Instagram Ads. Tujuan penelitian ini antara lain untuk mengambarkan strategi komunikasi pemasaran Onmeat.id dalam meningkatkan Brand Awareness melalui instagram. Penulis menggunakan teori komunikasi pemasaran, strategi komunikasi pemasaran, media sosial dan Brand Awareness, analisis SWOT dan metode STP. Penelitian ini bersifat deskriptif kualitatif. Berdasarkan hasil penelitian, peneliti menemukan bahwa Onmeat.id sudah menggunakan teori strategi komunikasi pemasaran dengan memanfaatkan media sosial untuk meningkatkan Brand Awareness dan hasilnya meningkat dilihat dari peningkatan penjualannya. Hasil penelitian ini menunjukan bahwa Onmeat.id menerapkan strategi komunikasi pemasaran dengan menggunakan media instagam dengan melakukan analisis SWOT dan metode STP untuk meningkatkan Brand Awareness Kata Kunci: Strategi Komunikasi Pemasaran, Istagram, Brand Awareness Onmeat.id is a brand of culinary business made from meat and fish, such as sushi, shabu, steak, tomyum korean barbeque. Onmeat.id does not have a store due to the pandemic conditions which are not conducive to opening a store but doing marketing online. Onmeat.id utilizes Instagram's facilities to carry out its marketing strategy through features such as Instagram Feed content, Instagram Stories and ad serving schedules on Instagram Ads. The purpose of this study, among others, is to describe Onmeat.id's marketing communication strategy in increasing Brand Awareness through Instagram. The author uses marketing communication theory, marketing communication strategy, social media and Brand Awareness, SWOT analysis and the STP method. This research is descriptive qualitative. Based on the results of the study, the researchers found that Onmeat.id has used the theory of marketing communication strategies by utilizing social media to increase Brand Awareness and the results have increased as seen from the increase in sales. The results of this study indicate that Onmeat.id implements a marketing communication strategy using Instagram media by conducting a SWOT analysis and the STP method to increase Brand Awareness. Keywords: Marketing Communication Strategy, Instagram, Brand Awareness
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44316110055 |
| Uncontrolled Keywords: | Marketing Communication Strategy, Instagram, Brand Awareness, Strategi Komunikasi Pemasaran, Istagram, Brand Awareness |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 04 Oct 2022 07:36 |
| Last Modified: | 04 Oct 2022 07:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/69890 |
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