Aibana, Randika (2025) PEMANFAATAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI DALAM MEMBANGUN KESADARAN MEREK U’NIK MUSIC ENTERTAINMENT. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Instagram merupakan salah satu platform media sosial yang banyak digunakan oleh pelaku industri hiburan untuk melakukan promosi digital. Salah satu brand lokal yang memanfaatkan Instagram sebagai media promosi adalah U'NIK Music Entertainment, sebuah brand yang bergerak di bidang jasa hiburan musik pernikahan dan event. Penelitian ini bertujuan untuk menganalisis pemanfaatan media sosial Instagram sebagai media promosi dalam membangun brand awareness U'NIK Music Entertainment. Paradigma yang digunakan dalam penelitian ini adalah paradigma konstruktivisme, dengan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui wawancara mendalam terhadap owner, admin media sosial, dan beberapa followers aktif akun Instagram @unikmusicentertainment. Hasil penelitian menunjukkan bahwa U'NIK Music Entertainment telah menggunakan berbagai fitur Instagram seperti feed, story, reels, dan Instagram Ads untuk menyampaikan informasi dan membangun citra merek. Namun, intensitas dan konsistensi konten masih perlu ditingkatkan agar keterlibatan audiens (engagement) bisa lebih optimal. Dari sisi penerimaan audiens, followers menunjukkan ketertarikan terhadap konsep konten U’NIK, tetapi juga menyampaikan kritik terkait kualitas visual dan frekuensi unggahan yang belum konsisten. Meskipun jumlah followers masih terbatas, engagement rate akun ini tergolong tinggi jika dibandingkan dengan kompetitor. Hal ini menunjukkan bahwa kekuatan promosi tidak semata ditentukan oleh kuantitas audiens, melainkan pada kualitas interaksi dan strategi konten yang tepat. Penelitian ini menegaskan bahwa media sosial, khususnya Instagram, berperan penting dalam membentuk brand awareness melalui komunikasi dua arah yang ditekankan dalam teori Computer Mediated Communication (CMC) komunikasi pemasaran digital. entertainment industry players for digital promotion. One such local brand is U'NIK Music Entertainment, a company that provides music entertainment services for weddings and events. This study aims to analyze the utilization of Instagram as a promotional tool in building brand awareness for U'NIK Music Entertainment. The research is grounded in a constructivist paradigm using a qualitative descriptive approach. Data were collected through in-depth interviews with the brand’s owner, social media admin, and several active followers of the Instagram account @unikmusicentertainment. The results indicate that U'NIK Music Entertainment has employed various Instagram features such as feed, story, reels, and Instagram Ads to convey messages and shape its brand image. However, consistency and frequency of content uploads need improvement to enhance audience engagement. From the audience’s perspective, followers expressed interest in U’NIK’s content concept but also offered critical feedback regarding visual quality and irregular posting. Although the account has a relatively small number of followers, its engagement rate is significantly higher compared to its competitor. This suggests that promotional effectiveness is not solely determined by audience size, but by the quality of interaction and a well-crafted content strategy. The study highlights the vital role of social media, especially Instagram, in fostering brand awareness through twoway communication as emphasized in Computer Mediated Communication (CMC) theory of digital marketing communication.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44520010046 |
| Uncontrolled Keywords: | Instagram, Brand Awareness, Promosi Digital, Komunikasi Pemasaran, U'NIK Music Entertainment. Instagram, Brand Awareness, Digital Promotion, Marketing Communication, U'NIK Music Entertainment. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan |
| Divisions: | Fakultas Ilmu Komunikasi > Komunikasi Digital |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 16 Sep 2025 01:53 |
| Last Modified: | 16 Sep 2025 01:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97909 |
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