Listyaningsih, Lia and , Drs. Joko Sutarso, M. Si (2023) Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Untuk Membangun Brand Awareness Pada Rubylicious Solo. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Instagram is one of the right social media platforms to be used as a marketing communication medium. The background of this research is the fact that the online store @rubylicious.solo uses Instagram social media to promote its products. Theoretically, a marketing communication strategy is an effort to introduce products to consumers. The purpose of this study was to determine the use of Instagram as a marketing communication medium in building brand awareness at Rubylicious Solo. This research was conducted using the qualitative descriptive method. The sampling technique used in this study was purposive sampling with data sources, namely interviews, observation, and documentation, with internal parties at Rubylicious Solo and consumers. The results showed that marketing communications through Instagram social media for creating brand awareness carried out by Rubylicious Solo were very effective by utilizing the features available on Instagram social media.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Marketing Communication, Social Media, Instagram, Brand Awareness |
| Subjects: | T Technology > TK Electrical engineering. Electronics Nuclear engineering |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | LIA LISTIYANINGSIH |
| Date Deposited: | 07 Aug 2023 06:28 |
| Last Modified: | 07 Aug 2023 06:28 |
| URI: | http://eprints.ums.ac.id/id/eprint/114485 |
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