ALAMSYAH, DIKY (2026) PEMANFAATAN MEDIA SOSIAL INSTAGRAM @sociale.id DALAM MEMBANGUN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk mendeskripsikan bagaimana Brand Sociale/Societyunity memanfaatkan fitur-fitur di Instagram dalam membangun Brand Awareness di tengah persaingan industri fashion lokal, khususnya pada kalangan generasi muda. Penelitian ini menggunakan teori Brand Awareness menurut Aaker sebagai landasan analisis, yang meliputi tahapan brand recognition, brand recall, dan top of mind sebagai indikator tingkat kesadaran merek. Penelitian ini menerapkan paradigma post-positivisme dengan pendekatan deskriptif kualitatif. Teknik pengambilan sampel dilakukan secara purposive sampling dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan dokumentasi. Informan penelitian terdiri atas owner Brand Sociale/Societyunity, content creator, serta konsumen dan followers Instagram @sociale.id. Data yang diperoleh dianalisis menggunakan model analisis interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Brand Sociale/Societyunity memanfaatkan fitur Instagram secara terencana dan konsisten melalui pengelolaan identitas visual yang seragam, penggunaan konten feeds dengan tone warna yang selaras, pemanfaatan reels untuk konten fit check, promosi produk, serta pengenalan koleksi terbaru, dan penggunaan story untuk membangun komunikasi dua arah dengan audiens. Pemanfaatan fitur-fitur tersebut dilakukan secara berkelanjutan untuk memperkuat eksistensi merek, meningkatkan jangkauan konten, serta menanamkan identitas brand di benak audiens. Pemanfaatan Instagram mampu meningkatkan Brand Awareness pada tahap brand recognition dan brand recall, serta mengarah pada posisi top of mind di kalangan followers. Dengan demikian, pemanfaatan Instagram terbukti berperan sebagai media utama yang efektif dalam membangun dan memperkuat Brand Awareness Brand Sociale/Societyunity secara berkelanjutan. This study aims to describe how Brand Sociale/Societyunity utilizes Instagram features to build Brand Awareness amid the competition in the local fashion industry, particularly among the younger generation. This study uses Aaker’s Brand Awareness theory as the analytical foundation, which includes the stages of brand recognition, brand recall, and top of mind as indicators of Brand Awareness levels. The research applies a post-positivist paradigm with a descriptive qualitative approach. The sampling technique was conducted through purposive sampling, with data collection carried out through observation, in-depth interviews, and documentation. The research informants consisted of the owner of Brand Sociale/Societyunity, the content creator, as well as consumers and followers of the Instagram account @sociale.id. The data obtained were analyzed using the interactive analysis model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The results show that Brand Sociale/Societyunity utilizes Instagram features in a planned and consistent manner through the management of a uniform visual identity, the use of feeds content with harmonious color tones, the utilization of reels for fit check content, product promotion, and the introduction of new collections, as well as the use of stories to build two-way communication with the audience. The utilization of these features is carried out continuously to strengthen the brand’s existence, increase content reach, and embed brand identity in the audience’s minds. The use of Instagram is able to increase Brand Awareness at the stages of brand recognition and brand recall, and leads toward a top-of-mind position among followers. Therefore, the utilization of Instagram is proven to serve as an effective primary medium in building and strengthening the Brand Awareness of Brand Sociale/Societyunity in a sustainable manner.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44322010085 |
| Uncontrolled Keywords: | Brand Awareness, Instagram, Sociale.id Brand Awareness, Instagram, Sociale.id |
| 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: | ARDIFTA DWI AFRIANI |
| Date Deposited: | 25 Feb 2026 01:22 |
| Last Modified: | 25 Feb 2026 01:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101129 |
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