STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS DI PASAR MODERN INTERMODA BSD

PRABATAYU DEWITA PUTRI, . (2024) STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS DI PASAR MODERN INTERMODA BSD. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perubahan gaya hidup akibat pandemi Covid-19 menghasilkan aktivitas baru pada masyarakat, salah satunya kegiatan belanja online. Hal tersebut tentunya memberikan dampak yang cukup berat bagi sektor perdagangan, salah satunya Pasar Modern Intermoda BSD yang mengalami penuruan jumlah penyewa ruko, kios, lapak dan pengunjung. Tujuan dari penelitian ini yaitu untuk mengetahui strategi komunikasi pemasaran melalui media sosial Instagram dalam meningkatkan brand awareness di Pasar Modern Intermoda BSD. Penelitian ini merupakan penelitian kualitatif dengan metode studi kasus yang menggunakan teori Promotion Mix (bauran promosi) oleh Kotler & Keller. Hasil penelitian mengungkapkan bahwa Pasar Modern Intermoda BSD menerapkan strategi tersebut dengan elemen yang terdiri dari periklanan (advertising), promosi penjualan (sales promotion), hubungan masyarakat (public relations), penjualan langsung (personal selling), pemasaran langsung (direct marketing) pemasaran online (online marketing), pemasaran dari mulut ke mulut (word of mouth marketing), publisitas (publicity). Tak hanya itu, Pasar Modern Intermoda BSD juga menerapkan 3 rangkaian komunikasi pemasaran, yaitu Tujuan Komunikasi Pemasaran, Segmentasi dan Targeting, serta Diferensiasi dan Positioning. Hal ini diterapkan Pasar Modern Intermoda BSD guna melakukan strategi komunikasi pemasaran komunikasi pemasaran dalam Meningkatkan Brand Awareness. Kata kunci: Instagram, kesadaran merek, komunikasi pemasaran, media sosial. *** The lifestyle changes resulting from the COVID-19 pandemic have led to new social activities, including online shopping. This has undoubtedly had a significant impact on the trade sector, including the Modern Market of Intermoda BSD, which has experienced a decline in the number of shops, kiosks, stall tenants, and visitors. This study aims to understand the marketing communication strategy through Instagram social media to increase brand awareness in the Modern Market of Intermoda BSD. This qualitative research uses a case study method that employs the Promotion Mix theory by Kotler & Keller. The research findings reveal that the Modern Market of Intermoda BSD implements this strategy with advertising, sales promotion, public relations, personal selling, direct marketing, online marketing, word-of-mouth marketing, and publicity. Additionally, the Modern Market of Intermoda BSD implements three marketing communications sets: marketing communication objectives, segmentation and targeting, and differentiation and positioning. The Modern Market of Intermoda BSD applies these strategies to enhance marketing communication and increase brand awareness. Keywords: Brand awareness, Instagram, marketing communication, social media.

Item Type:	Thesis (Diploma)
Additional Information:	1). Anggun Nadia Fatimah, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Prabatayu Dewita Putri .
Date Deposited:	05 Jun 2024 04:05
Last Modified:	05 Jun 2024 04:05
URI:	http://repository.unj.ac.id/id/eprint/45433

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