The use of instagram as a marketing strategy to raise brand awareness of anthology coffee and tea = Penggunaan instagram sebagai strategi promosi untuk membentuk kesadaran merek dari anthology coffee and tea

Igianto, Kevin (2018) The use of instagram as a marketing strategy to raise brand awareness of anthology coffee and tea = Penggunaan instagram sebagai strategi promosi untuk membentuk kesadaran merek dari anthology coffee and tea. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Anthology Coffee and Tea is a newly established coffee shop that is located just outside of Jakarta. Since their brand is still relatively new, they need to raise their brand awarenes. By doing so they need to create their identity as a brand so that they would reach awareness through a marketing strategy. Currently, their main channel is Instagram and uses it to promote new items, location, and also what they’re serving. The use of Instagram is important due to the fact that they need to shape themselves and present themselves to potential customers, while also reaching into a wider market. Using qualitative approach with a case-study methodology, the results revealed how Instagram have been effective for them to create awareness and to later help them in developing their brand identity. / Anthology Coffee and Tea adalah sebuah coffee shop yang berlokasi tidak jauh dari Jakarta. Merek mereka itu masih terbilang baru, makadaritu mereka membutuhkan untuk membentuk citra merek mereka. Dengan melakukan hal tersebut, mereka juga harus membangun identitas merek mereka agar supaya bisa mendapatkan kesadaran dari masyarakat. Saat ini, media promosi utama yang mereka gunakan hanyalah Instagram. Dengan Instagram, mereka menaruh segala aspek dari makanan dan minuman yang disajikan, promosi, event, maupun lokasi mereka yang strategis. Penggunaan Instagram sangatlah penting bagi mereka untuk membentuk dan memperlihatkan merek mereka kepada konsumen itu seperti apa, sekaligus memperluas merek mereka dan juga mendapatkan caloncalon konsumen lainnya. Dengan menggunakan pendekatan kualitatif dan juga metode studi kasus, hasil menunjukkan bahwa seberapa berpengaruhnya Instagram dalam membangun kesadaran mereka, serta juga untuk membantu mereka mengembangkan identitas merek mereka kedepannya.

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