Aktivitas Social Media Marketing PT Nata Jaya Abadi Dalam Meningkatkan Brand Awareness Merek Hairess Official = Social Media Marketing Activity of PT Nata Jaya Abadi In Increasing Hairess Official's Brand Awareness

Sutedja, Chika Margaretha (2023) Aktivitas Social Media Marketing PT Nata Jaya Abadi Dalam Meningkatkan Brand Awareness Merek Hairess Official = Social Media Marketing Activity of PT Nata Jaya Abadi In Increasing Hairess Official's Brand Awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Popularitas dan pertumbuhan pengguna media sosial dijadikan peluang bagi para pelaku bisnis untuk melakukan komunikasi pemasarannya dengan memanfaatkan media sosial perusahaan. Praktik pemasaran media sosial dengan content marketing yang tepat dapat membantu perusahaan dalam mencapai tujuan komunikasi pemasaran mereka, salah satunya adalah kesadaran merek, dengan sifat media sosial yang dapat menjangkau target secara lebih luas. PT. Nata Jaya Abadi yang merupakan perusahaan yang bergerak dalam bidang kecantikan dan perawatan mengimplementasikan pemasaran media sosial pada merek yang dimilikinya yaitu Hairess Official. Melihat peluang tersebut, merek Hairess Official menerapkan pemasaran media sosial dengan menggunakan Instagram dan Tiktok untuk mencapai tujuan komunikasi pemasarannya yaitu meningkatkan kesadaran merek. Hal tersebut dicapai melalui pengelolaan berbagai jenis konten menggunakan fitur-fitur yang tersedia pada Instagram dan Tiktok, guna memberikan informasi mengenai produk yang ditawarkan maupun perusahaan secara keseluruhan. Pengelolaan konten dibantu dengan panduan untuk meningkatkan keefektivitasan konten pemasarannya dalam praktik pemasaran media sosialnya. / The popularity and growth of social media users are used as an opportunity for business people to carry out their marketing communications by utilizing company’s social media. Social media marketing practices by using the right content marketing can help companies achieve their marketing communication goals, including brand awareness, with the characteristic of social media that can reach a wider target. PT. Nata Jaya Abadi, which is a company that engaged in beauty and wellness field implements social marketing for its brand, Hairess Official. Seeing those opportunity, Hairess Official implements social media marketing by using Instagram and Tiktok to achieve its marketing communication goals, which is increasing brand awareness. It is achieved through managing various types of content using the features available on Instagram and Tiktok, in order to provide information about the offered products and the whole company. Content management is assisted with guidance to improve the effectiveness of its marketing content in its social media marketing practices.

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