DIANTY, LULU TRINITA (2026) PEMANFAATAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI DALAM MEMBANGUN BRAND AWARENESS (STUDI KASUS AKUN INSTAGRAM @SUKSESTAMACOFFEE). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media has encouraged businesses to utilize digital platforms for promotion. Instagram has become one of the most widely used social media platforms due to its ability to present visual content and reach a wide audience. This study aims to understand how the Instagram account @suksestamacoffee utilizes social media as a promotional tool to build brand awareness. A qualitative approach with a case study method was used. Data collection techniques were conducted through in-depth interviews, observation, and documentation, with analysis using the AISAS communication model (Attention, Interest, Search, Action, Share). The results of the study show that a consistent visual content strategy, the use of signature characters, hashtags, and Instagram ads are able to attract the attention and interest of the audience. Based on Aaker's brand awareness pyramid, most consumers are at the brand recognition and brand recall levels, as shown by their ability to recognize the visual identity and remember Suksestama Coffee without assistance. Some consumers even place this brand at the top of mind level in the BSD area. The result shows the use of Instagram as a digital promotional medium has proven to be effective in increasing the level of brand awareness of Suksestama Coffee through a structured and consistent communication strategy. Keyword : Instagram, Promotion, Coffee Shop, Brand Awareness, AISAS Perkembangan media sosial mendorong pelaku usaha untuk memanfaatkan platform digital untuk mempromosikan. Instagram menjadi salah satu media sosial yang banyak digunakan karena kemampuannya dalam menyajikan konten visual dan menjangkau audiens secara luas. Penelitian ini bertujuan untuk memahami bagaimana pemanfaatan media sosial Instagram @suksestamacoffee sebagai media promosi dalam membangun brand awareness. Menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi, dengan analisis menggunakan model komunikasi AISAS (Attention, Interest, Search, Action, Share). Hasil penelitian menunjukkan bahwa strategi konten visual yang konsisten, penggunaan signature characters, hashtag, dan ads Instagram mampu menarik perhatian dan minat audiens. Berdasarkan piramida brand awareness Aaker, sebagian besar konsumen berada pada level brand recognition dan brand recall, ditunjukkan dengan kemampuan mengenali identitas visual serta mengingat Suksestama Coffee tanpa bantuan. Beberapa konsumen bahkan menempatkan merek ini pada level top of mind di wilayah BSD. Hasil menunjukkan pemanfaatan Instagram sebagai media promosi digital terbukti efektif dalam meningkatkan level brand awareness Suksestama Coffee melalui strategi komunikasi yang terstruktur dan konsisten. Kata kunci : Instagram, Promosi, Coffee Shop, Brand Awareness, AISAS
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