Pemanfaatan Media Sosial Instagram Dalam Membangun Brand Awareness (Studi Kasus Pada Instagram @galeri_eztenun)

BILA, Gaudensia Della (2024) Pemanfaatan Media Sosial Instagram Dalam Membangun Brand Awareness (Studi Kasus Pada Instagram @galeri_eztenun). Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

This thesis is entitled "Utilization of Instagram Social Media in Building Brand Awareness (Case Study on Instagram @galeri_eztenun)." Brand awareness is an important aspect of marketing that encompasses the ability of consumers to recognize, remember, and consider a brand as the primary choice. Brand awareness can be built by a product or service brand by utilizing social media, one of which is Instagram. This research is a qualitative study using a case study method to explore information in depth to understand it in detail. The data collection process was carried out through in-depth interviews, observation, and documentation. The theory used in this research is new media theory, which explains how digital media, particularly social media, influences brand communication strategies. After the data is collected, it is then analyzed to draw conclusions. The results of the study show that @galeri_eztenun utilizes Instagram to build brand awareness in three stages: brand recognition, brand recall, and top of mind. Collaboration with influencers and the use of Instagram's interactive features such as ads, highlights, hashtags, and tagging strategies can enhance brand recognition. To strengthen brand recall, distinctive content such as educational content, games, and visual consistency is effective, while regular interaction and consistent posting play important roles in achieving top of mind. Well-planned social media strategies can significantly increase brand awareness and build strong relationships with the audience. This study suggests that Galeri Eztenun continue to optimize the use of Instagram features and develop consistent and engaging content to maintain and enhance brand awareness.

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