WULANDARI, CATUR (2023) ADAPTASI PENGGUNAAN INSTAGRAM UNTUK BRAND AWARENESS PRODUK PORCELAIN TABLEWARE Studi Kasus Instagram @Zentableware. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Industrial revolution 4.0 is a trend that collaborates an automation and data exchange covering cyber, physical, internet system in various industry. Macro and micro industries in all sectors are required to adapt to various technologies, especially in adapting of new media for marketing. This study aims to determine the adaptation efforts and success of brand awareness through Instagram which is as strategy brand awareness by PT. Indo Porcelain as owner of Brand Zentableware thru instagram @zentableware. This study uses Kotler and Keller.s theory of Marketing Communication, Brand Awareness Theory and New Media Theory . Those marketing theories elaborated for digitalization era. The approach used in this research is a qualitative methode with a case study methode. Data collection techniques through interviews with internal stakeholders of PT. Indo Porcelain as the owner of Instagram zentableware who uses instagram as a new media for brand awareness. Observations were also made on instargram content and documentation. The result of the researches are brand awareness is very important as the first entrance. If brand awareness has entered to the target’s mind, secondly there will be a desire to try the product. The third, satisfaction of product, quality and loyalti will arise. The informants who are the source of the data, have reached the top of mind int the pyramid of brand awareness. Keywords : Porcelain Tableware, Brand Awareness, Zentableware,New Media,Instagram Revolusi Industri 4.0 adalah tren yang mengkolaborasikan otomatisasi dan pertukaran data yang mencakup sistem siber, fisik, internet dalam berbagai industri. Industri besar maupun kecil di berbagai sektor dituntut beradaptasi dengan berbagai macam teknologi, terutama dalam penggunaan media baru untuk pemasaran. Penelitian ini bertujuan untuk mengetahui upaya adaptasi dan keberhasilan brand awareness melalui instagram yang merupakan upaya komunikasi pemasaran terutama brand awareness yang dilakukan oleh PT. Indo Porcelain melalui Instagram @zentableware. Penelitian ini menggunakan teori Komunikasi Pemasaran Kotler and Keller ,Teori Brand Awareness serta teori Media Baru yang menjadi tren dalam pemasaran di era digitalisasi. Pendekatan yang digunakan dalam penelitian ini yaitu metode kualitatif dengan metode studi kasus dengan teknik pengumpulan data melalui wawancara kepada para internal stakeholder PT.Indo Porcelain selaku owner instagram zentableware yang memanfaatkan Instagram sebagai media dalam melakukan brand awareness. Hasil yang peneliti dapatkan yaitu Brand Awareness sangat penting. Yang pertama, jika brand awareness sudah masuk kedalam pemikiran target. Yang kedua akan ada keinginan untuk mencoba produk tersebut. Dan, yang ketiga akan timbul kepuasan terhadap produk, kualitas serta akan timbul loyality. Para Informan yang menjadi sumber data sudah mencapai puncak pemikiran (top of mind) dalam piramida kesadaran merek. Kata Kunci : Porcelain,Tableware,Zentableawre,Brand Awareness, Media Baru, Instagram
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