STRATEGI PROMOSI TALKACTIVE.ID MELALUI INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS PADA MASA PANDEMI COVID-19

CHAIRIN, LUTHFIA ERFIRA DESTA PUTRI (2024) STRATEGI PROMOSI TALKACTIVE.ID MELALUI INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS PADA MASA PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Talkactive.id merupakan perusahaan start-up yang dipimpin oleh anak muda yang fokus pada pelatihan (training), pembinaan (coaching), dan konsultasi (consulting) bagi para profesional dan milenial guna meningkatkan keterampilan komunikasi. Berkaitan dengan jasa yang ditawarkan, Talkactive.id mengandalkan komunikasi langsung pada pelayanannya, justru hal tersebut menjadi kendala di tengah kondisi pandemi COVID-19. Untuk bertahan dalam situasi pandemi, Talkactive.id melakuakan strategi promosi digital marketing di Instagram karena dianggap tepat untuk meningkatkan brand awareness pada masa pandemi COVID-19. Hal tersebut karena fitur-fitur pada Instagram sangat mampu digunakan untuk memperkenalkan, mempromosikan, dan memasarkan produk atau layanan yang dihasilkannya kepada khalayak targetnya. Penelitian ini bertujuan memberikan gambaran penerapan langkah-langkah strategi promosi Talkactive.id menggunakan metode RACE (Reach, Act, Convert, Engage). Metode penelitian dilakukan kualitatif deskriptif, teknik pengumpulan data dengan wawancara mendalam, observasi non-partisipan, studi kepustakaan dan dokumentasi, serta menggunakan teknik analisis data induktif. Hasil penelitian menunjukkan bahwa strategi promosi yang dilakukan menggunakan metode RACE sebagai berikut: REACH dilakukan melalui: pengembangan target pasar, mengembangkan produk layanan, dan media sosial. ACT dilakukan melalui, komunikasi, daya tarik (konten), dan menghasilkan persepsi. CONVERT dilakukan dengan menyiapkan fasilitas dan memberikan motivasi. ENGAGE dilakukan dengan memperhatikan budaya, gaya hidup dan memberikan layanan after sales. Langkah-langkah strategi promosi dalam metode RACE dapat memberikan kemampuan calon pelanggan untuk mengenali suatu brand, serta kemampuan dalam mengaitkan suatu produk atau layanan dengan Talkactive.id sehingga meningkatkan brand awareness. Hal tersebut dibuktikan dengan meningkatnya jumlah followers dan engagement Instagram Talkactive.id waktu Pandemi COVID-19 hingga saat ini. Talkactive.id is a start-up company led by young people that focuses on training, coaching and consulting for professionals and millennials to improve communication skills. Regarding the services offered, Talkactive.id relies on direct communication for its services, but this has become an obstacle in the midst of the COVID-19 pandemic. To survive the pandemic situation, Talkactive.id implemented a digital marketing promotion strategy on Instagram because it was deemed appropriate to increase brand awareness during the COVID-19 pandemic. This is because the features on Instagram are very capable of being used to introduce, promote and market the products or services it produces to its target audience. This research aims to provide an overview of the implementation of Talkactive.id's promotional strategy steps using the RACE (Reach, Act, Convert, Engage) method. The research method was descriptive qualitative, data collection techniques using in-depth interviews, non-participant observation, literature and documentation studies, and using inductive data analysis techniques. The research results show that the promotional strategy carried out using the RACE method is as follows: REACH is carried out through: developing target markets, developing service products, and social media. ACT is carried out through communication, attraction (content), and generating perceptions. CONVERT is carried out by preparing facilities and providing motivation. ENGAGE is carried out by paying attention to culture, lifestyle and providing after sales services. Promotional strategy steps in the RACE method can provide potential customers with the ability to recognize a brand, as well as the ability to associate a product or service with Talkactive.id thereby increasing brand awareness. This is proven by the increase in the number of followers and engagement on Talkactive.id's Instagram during the COVID-19 pandemic until now.

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