STRATEGI KOMUNIKASI PEMASARAN UMKM RUMAH KUNYAH DALAM MEMBANGUN BRAND AWARENESS MELALUI MEDIA SOSIAL INSTAGRAM

Asyiyyah Ghitha, Ghitha (2023) STRATEGI KOMUNIKASI PEMASARAN UMKM RUMAH KUNYAH DALAM MEMBANGUN BRAND AWARENESS MELALUI MEDIA SOSIAL INSTAGRAM. Diploma thesis, Universitas Nasional.

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Abstract

Brand awareness can explain the existence of a product or brand to consumers. Marketing communications can be used to increase consumer knowledge and interest in a product. Currently, many companies use Instagram social media as a marketing tool for their products, one of which is Rumah Kunyah. This study aims to determine the marketing communication strategy carried out by Rumah Kunyah in building brand awareness through Instagram social media. Marketing communication strategy according to Philip Kotler and Kevin Lane Keller is a marketing communication planning approach that provides added value from a comprehensive plan that assesses strategic roles. The research method used in this research is descriptive qualitative. Data collection was carried out by conducting direct interviews with the owner and marketing of Rumah Kunyah. The results of the study show that the marketing communication strategy of Rumah Kunyah in building brand awareness through social media Instagram is carried out by covering three stages, namely planning, implementation, and evaluation. Rumah Kunyah uses Instagram as the main communication channel for conducting marketing communications. Rumah Kunyah uses price discount promotions and product purchase promos with a certain nominal value. Rumah Kunyah also creates creative content and instastory content for advertising and interacting with consumers.

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Skripsi > Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi
Depositing User: Delvy Aprilizani -
Date Deposited: 05 Jul 2023 02:48
Last Modified: 05 Jul 2023 02:48
URI: http://repository.unas.ac.id/id/eprint/7373

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