STRATEGI KOMUNIKASI PEMASARAN ONLINE SHOP BALETON FLOWERCHEF MELALUI APLIKASI INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS

FADILA, ISMU NIDA' (2024) STRATEGI KOMUNIKASI PEMASARAN ONLINE SHOP BALETON FLOWERCHEF MELALUI APLIKASI INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Marketing Communication Strategy is very important for online shop business people to increase brand awareness through the Instagram application. Baleton Flowerchef is one of the best flower shops in the Jakarta and Tangerang areas that utilizes the Instagram application as a marketing communication medium. The purpose of this research is to find out the marketing communication strategy of Baleton Flowerchef online shop through Instagram application in increasing Brand Awareness. The theories used are Marketing Communication, Online Marketing Communication, Definition of Communication Strategy, Types of Marketing Communication Strategy, New Media, Social Media, Social Media Characteristics, Instagram, Instagram Features, Brand Awareness, Levels of Brand Awareness, AISAS Theory. Qualitative research method. Data collection techniques were obtained through primary data and secondary data. Primary data was obtained through observation and interviews. While secondary data is obtained through documentation. The results of this study indicate that Baleton Flowerchef applies the AISAS model to map marketing communication strategies in increasing Brand Awareness. The marketing communication strategies carried out are collaborating with brands or communities, creating events, creating workshops and creating monthly campaigns through the Instagram application. The form of utilizing Instagram application as a marketing communication media for Baleton Flowerchef in increasing brand awareness is using Instagram features such as feeds, Instagram stories and Instagram reels as Baleton media to develop marketing communication content. Keywords: Marketing Communication, Brand awareness, Instagram Strategi Komunikasi pemasaran sangat penting bagi para pelaku bisnis online shop untuk meningkatkan brand awareness melalui aplikasi Instagram. Baleton Flowerchef menjadi salah satu toko bunga terbaik di daerah Jakarta dan Tangerang yang memanfaatkan aplikasi Instagram sebagai media komunikasi pemasaran. Tujuan penelitian ini adalah untuk mengetahui strategi komunikasi pemasaran online shop Baleton Flowerchef melalui aplikasi Instagram dalam meningkatkan Brand Awareness. Teori yang digunakan yaitu Komunikasi Pemasaran, Komunikasi Pemasaran online, Pengertian Strategi Komunikasi, Jenis – Jenis Strategi Komunikasi Pemasaran, Media Baru, Media Sosial, Karakteristik Media Sosial, Instagram, Fitur – Fitur Instagram, Brand Awareness, Tingkatan Brand Awareness, Teori AISAS. Metode penelitian kualitatif. Teknik pengumpulan data diperoleh melalui data primer dan data sekunder. Data primer didapatkan melalui observasi dan wawancara. Sedangkan data sekunder didapatkan melalui dokumentasi. Hasil penelitian ini menunjukan bahwa Baleton Flowerchef melakukan penerapan melalui model AISAS untuk memetakan strategi komunikasi pemasaran dalam meningkatkan Brand Awareness. Adapun strategi komunikasi pemasaran yang dilakukan adalah berkolaborasi dengan brand atau komunitas, membuat event, membuat workshop, bekerjasama dengan KOL dan membuat monthly campaign melalui aplikasi Instagram. Bentuk pemanfaatan aplikasi Instagram sebagai media komunikasi pemasaran Baleton Flowerchef dalam meningkatkan brand awareness yaitu menggunakan fitur – fitur Instagram seperti feed, Instagram story dan Instagram reels sebagai media Baleton untuk mengembangkan konten komunikasi pemasaran. Kata kunci: Komunikasi Pemasaran, Brand awareness, Instagram

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 24 024
NIM/NIDN Creators: 44320010086
Uncontrolled Keywords: Komunikasi Pemasaran, Brand awareness, Instagram
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.5 General Purpose Application Programs/Program Aplikasi dengan Kegunaan Khusus
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 27 Apr 2024 05:35
Last Modified: 27 Apr 2024 05:35
URI: http://repository.mercubuana.ac.id/id/eprint/88261

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