Strategi media sosial instagram @Roemah_BatikSolo dalam meningkatkan brand awareness = Strategy social media Instagram @Roemah_BatikSolo for increasing brand awareness

Darmawan, Gilbert (2024) Strategi media sosial instagram @Roemah_BatikSolo dalam meningkatkan brand awareness = Strategy social media Instagram @Roemah_BatikSolo for increasing brand awareness. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title.pdf) Title.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (489kB)
	Text (Abstract.pdf) Abstrak.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (737kB)
	Text (ToC.pdf) ToC.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter1.pdf) Chapter 1.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 2.pdf) Chapter 2.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 3.pdf) Chapter 3.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter 4.pdf) Chapter 4.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter 5.pdf) Chapter 5.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Bibliography) Blibliography.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (744kB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (6MB)

Abstract

Perkembangan teknologi telah mendorong industri busana batik Indonesia menjadi terus berkembang. Pakaian batik yang dahulu hanya menjadi pakaian tradisional, kini menjadi industri kompetitif dipasaran. Dalam melakukan pemasaran penjual batik mulai menggunakan strategi pemasaran melalui media sosial salah satunya adalah instagram yang digunakan untuk menjangkau pasar yang lebih luas. Roemah Batik Solo menggunakan media sosial instagram @Roemah_Batiksolo untuk memperluas awareness. Penggunaan media sosial yang di lakukan Roemah Batik Solo merupakan salah satu usaha dalam meningkatan sales promotion dan meningkatkan brand awarness.Pendekatan penelitian ini adalah kualitatif dengan metode penelitian deskriptif. Pengumpulan data dilakukan melalui wawancara dengan partisipan dan observasi kepada akun instagram yang digunakan sebagai sumber data. Penelitian ini menggunakan teori promotional mix dan teori SOSTAC. Hasil penelitian menunjukan bahwa media sosial instagram memiliki pengaruh dalam meningkatkan Brand awareness Roemah Batik Solo dalam melakukan promosinya di instagram @Roemah_BatikSolo. / Technological developments have encouraged the Indonesian batik fashion industry to continue to grow. Batik clothing, which previously was only traditional clothing, has now become a competitive industry on the market. In marketing batik sellers are starting to use marketing strategies through social media, one of which is Instagram, which is used to reach a wider market. Roemah Batik Solo uses social media Instagram @Roemah_BatikSolo to expand awareness. Roemah Batik Solo's use of social media is one of its efforts to increase sales promotion and increase brand awareness. This research approach is qualitative with descriptive research methods. Data collection was carried out through interviews with participants and observations of Instagram accounts used as data sources. This research uses promotional mix theory and SOSTAC theory.This research uses promotional mix theory and SOSTAC theory. The research results show that Instagram social media has an influence in increasing Roemah Batik Solo's brand awareness in carrying out promotions on Instagram @Roemah_BatikSolo.

Actions (login required)

View Item