PENGGUNAAN INSTAGRAM @NORVUSMALL (ANNIVERSARY EVENT 2021-2022) SEBAGAI SARANA MENINGKATKAN BRAND AWARENESS

UTAMI, ERLIANNE (2023) PENGGUNAAN INSTAGRAM @NORVUSMALL (ANNIVERSARY EVENT 2021-2022) SEBAGAI SARANA MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Instagram merupakan salah satu sarana yang digunakan pelaku bisnis untuk meningkatkan brand awareness. Norvus Indonesia kemudian menggunakan Instagram @norvusmall sebagai sarana meningkatkan brand awareness pada acara anniversary tahun 2021-2022. Penelitian ini menilai sejauh mana penggunaan Instagram sebagai sarana promosi dapat mempengaruhi peningkatan brand awareness dan mengukur pengaruhnya pada peningkatan penjualan produk. Tujuan dari penelitian ini adalah untuk memahami peran Instagram sebagai sarana promosi dalam meningkatkan brand awareness Norvus Mall. Penelitian ini juga bertujuan untuk memahami sejauh mana penggunaan Instagram sebagai sarana promosi dapat mempengaruhi peningkatan penjualan produk. Penelitian ini difokuskan pada acara anniversary Norvus Mall 2021-2022 yang mencakup produk-produk seperti air disinfectant spray, hand sanitizer, butane gas, dry hand foam sanitizer, hand wash, dan air humidifier. Metode penelitian yang digunakan adalah penelitian kualitatif yang berlandaskan pada paradigma post-positivisme. Teknik pengumpulan data yang dilakukan melalui wawancara, observasi, dan studi kepustakaan. Teknik analisis data melalui reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data melalui teknik triangulasi sumber. Hasil penelitian ini menunjukan bahwa Instagram @norvusmall berkontribusi dalam meningkatkan kesadaran masyarakat akan produk Norvus serta mempermudah penjualan dengan adanya fitur instagram bisnis yang dapat terintegrasi langsung dengan website dan marketplace. Instagram is one of the tools used by businesses to increase brand awareness. Norvus Indonesia then uses Instagram @norvusmall as a means of increasing brand awareness at the 2021-2022 anniversary event. This study assesses the extent to which the use of Instagram as a means of promotion can affect the increase in brand awareness and measure its effect on increasing product sales. The purpose of this research is to understand the role of Instagram as a promotional tool in increasing Norvus Mall's brand awareness. This study also aims to understand how much using Instagram as a promotional tool can influence the increase of product sales. This research focuses on the Norvus Mall 2021-2022 anniversary event that includes products such as air disinfectant spray, hand sanitizer, butane gas, dry hand foam sanitizer, hand wash, and air humidifier The research method used is qualitative research based on the post- positivism paradigm. Data collection techniques were carried out through interviews, observation, and literature studies. Data analysis techniques through data reduction, data presentation, and drawing conclusions. Test the validity of the data through source triangulation techniques. The results of this study indicate that Instagram @norvusmall contributes to increasing public awareness of Norvus products and facilitating sales with the Instagram business feature that can be directly integrated with websites and marketplaces.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44317120008
Uncontrolled Keywords: instagram, norvusmall, brand awareness, promosi instagram, norvusmall, brand awareness, promotion
Subjects: 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: ANISA DESI SAFITRI
Date Deposited: 21 Aug 2024 07:01
Last Modified: 21 Aug 2024 07:01
URI: http://repository.mercubuana.ac.id/id/eprint/90494

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