Strategi Komunikasi Pemasaran Manliest Barbershop melalui Media Instagram dalam Menarik Minat Pelanggan (Studi Kasus Akun Instagram @manliestbarbeshop)

TUPEN, Oktavianus Mean (2025) Strategi Komunikasi Pemasaran Manliest Barbershop melalui Media Instagram dalam Menarik Minat Pelanggan (Studi Kasus Akun Instagram @manliestbarbeshop). Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

Marketing Communication Strategy of Manliest Barbershop via Instagram in Attracting Customer Interest: A Case Study on @manliestbarbershop. This research examines the marketing communication strategy of Manliest Barbershop in utilizing Instagram as a promotional medium to engage and attract potential customers. Instagram is used here as a digital communication channel to deliver information about products or services in a way that sparks interest and builds audience engagement. The main objective of this study is to analyze the digital marketing communication strategy implemented by Manliest Barbershop through Instagram. It focuses on how the barbershop leverages visual media and Instagram’s interactive features to attract attention, build engagement, and drive customer action, based on the AISAS model (Attention, Interest, Search, Action, Share). A qualitative approach was adopted using interviews and observation as data collection methods. The findings reveal that consistent visual branding, use of features like Reels, Stories, and Live, along with active audience interaction, are key factors in establishing brand awareness, generating interest, and encouraging customers to take action and share their experiences. These results affirm the relevance of the AISAS theory in the context of social media–based digital marketing and highlight the importance of interactive, visual, and targeted communication in fostering customer loyalty.

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