Pengaruh social media marketing Instagram Fithub terhadap brand awareness

Gidalti, Jeromi (2024) Pengaruh social media marketing Instagram Fithub terhadap brand awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Fokus penelitian ini adalah pada pengaruh strategi pemasaran media sosial, khususnya Instagram, terhadap brand awareness brand kebugaran Fithub. Dalam era digital, pemasaran tradisional bergeser ke strategi yang lebih interaktif dan berfokus pada pengguna, menjadikan media sosial sebagai komponen penting. FitHub berhasil memanfaatkan strategi ini dengan menciptakan konten yang menarik dan relevan, seperti artikel kesehatan dan video latihan. Mereka juga mengintegrasikan kampanye dengan topik gaya hidup sehat, memperluas jangkauan dan meningkatkan kredibilitas di bidang kebugaran. Penelitian ini mengungkapkan bahwa pemasaran media sosial efektif dalam meningkatkan brand awareness, membangun reputasi, dan pada akhirnya meningkatkan pangsa pasar Fithub. Hal ini penting dalam industri yang kompetitif, dimana brand awareness menjadi kunci utama dalam mempengaruhi keputusan pembelian dan menciptakan loyalitas terhadap merek. / This study focuses on the influence of social media marketing strategies, particularly on Instagram, on the brand awareness of the fitness brand Fithub. In the digital era, traditional marketing has shifted towards more interactive and user-focused strategies, making social media a critical component. FitHub has successfully utilized this strategy by creating engaging and relevant content, such as health articles and training videos. They have also integrated campaigns with healthy lifestyle topics, expanding their reach and enhancing credibility in the fitness field. This research reveals that social media marketing is effective in increasing brand awareness, building reputation, and ultimately boosting Fithub's market share. This is vital in a competitive industry where brand awareness is a key factor in influencing purchase decisions and creating brand loyalty.

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