INSTAGRAM SEBAGAI MEDIA PEMASARAN PASCA COVID-19 DALAM MENINGKATKAN BRAND AWARENESS FUJISHOPID BALI
DOI:
https://doi.org/10.25078/anubhava.v5i1.3929Kata Kunci:
Ilmu Komunikasi; Pemasaran; Brand AwarenessAbstrak
Community empowerment after the Covid-19 pandemic has opened up 760 thousand people
have opened new businesses since the Covid-19 pandemic, and 40% of business actors after
the Covid-19 pandemic use social media marketing communication to reach a more massive
audience. The use of social media aims to build brand awareness for a brand because social
media has many business features that help marketing activities.This research aims to find out
how Instagram social media as a marketing medium increases Fujishopid Bali brand
awareness. This research uses qualitative research methods presented in narrative form. The
results of this research show that: (1) The forms of marketing carried out by Fujishopid Bali
are online and offline marketing, namely advertising on Instagram social media, public
relations, personal selling, sales promotions and interactive marketing; (2) The strategy of
using Instagram social media as a marketing medium is used to disseminate product
information offered by Fujishopid Bali which is uploaded in the form of photos or short videos
via the Instagram story feature, Instagram feeds and Instagram reels to increase interaction
which can increase brand awareness of Fujishopid Bali in the minds of the public; (3) The
strategy for establishing Fujishopid Bali's brand image is carried out by establishing brand
equity, brand positioning, sustainable brand awareness and becoming the brand preference for
Fujifilm sales stores in Bali so that this brand preference indicates an increase in Fujishopid
Bali brand awareness in the minds of the public.
Key Words: Instagram, Marketing Communication, Brand Awareness
Referensi
Afrian, R. Y. (2021, Juli 14). Kekuatan Brand Awareness Produk Umkm Terhadap Keputusan Pembelian (Kasus Konsumen Jahe Merah Jnstan Enam Putri), 22-34. Retrieved From Repository Uin Jakarta:https://repository.uinjkt.ac.id/Dspace/Bitstream/123456789/58516/1/Re%20bfl/o20yoga%20a:frian-Fst.Pdf
Fiske, J. (1990). Pengantar Ilmu Komunikasi. Routledge.
Dewi, E. P., & dkk. (2022). Manajemen Pemasaran Hasil Pengelolaan Bank Sampah Melalui E-Commerce. Retrieved from Google Books: https://books.google.co.id/books?hl=id&lr=&id=0pBwEAAAQBAJ&oi=fnd&pg=PR1&dq=pemasaran+memiliki+konsep+penting+yaitu+kebutuhan,+keinginan,+permintaan,+&ots=yXb1UEm-Ve&sig=1RMqmP_ABggvJO0x_kRbKHqWWJA&redir_esc=y#v=onepage&q&f=false
Instagram. (2024). Verified Badges. Retrieved from Instagram Help Center: https://help.instagram.com/854227311295302
Kementrian Keuangan Republik Indonesia. (2022, Februari 24). Pemulihan Pereknnomian Indonesia Setelah Kontraksi Akibat Pandemi Covid-19. Retrieved From Kementrian Keuangan Republik Indonesia: Https:Djkn.Kemenkeu.Go.Id/Kpknl-Banjarmasin/Baca-Artikel1469/Pemulihan-Perekonomian-Indonesia-Setelah-KontraksiĀAkibat-Pandemi-Covid-19.Html
Kementrian Kesehatan Direktorat Jendral Pelayanan Kesehatan. (2023, Juli 14). Pasca Pandemi Covid-19 Berubah Status Menjadi Endemi, Apa yang Harus Kita Lakukan? Retrieved from Kementrian Kesehatan Direktorat Jendral Pelayanan Kesehatan: https://yankes.kemkes.go.id/view_artikel/2618/pasca-pandemi-covid-19-berubah-status-menjadi-endemi-apa-yang-harus-kita-lakukan
Kostelijk, E., & Alsem, K. J. (2020). Relevance of Brand Positioning : Positioning Connecting Marketing Strategy and Communications 1st Edition. London.
Matviiets, O., & Kipen, V. (2021). The features of direct marketing and personal selling as a form. VUZF Review, 6(2), 139-145.
Nuranindya, D. (2012, Juli). Proses Pembentukan Brand Awareness Dan Brand Image Melalui Penerapan Integrated Marketing Communication (Imc) Pada Produk Jasa Baru (Studi Kasus Solusi Rumah Holcim). Retrieved From Lontar Universitas indonesia: https://Lontar.Ui.Ac.Id/File?File=Digital/20306315-T30978%20-%20proses%20pembentukan.pdf
Park, C.-l., & Namkung, Y. (2022). The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry. Sustainability 2022, 14, 1657.
Rahmat, Z. (2022). MARKETING PUBLIC RELATIONS (MPR) SEBAGAI STRATEGI PEMASARAN YANG EFEKTIF DI TENGAH PANDEMI COVID-19. Jurnal Pajak dan Keuangan Negara, 315-325.
Tifani P., D. F. (2023, Juli 14). Brand Awareness Human Initiative pada Konten Media Sosial Instagram. Retrieved from Repository UIN Jakarta: https://repository.uinjkt.ac.id/dspace/bitstream/123456789/74946/1/DINDA%20FAKHRIYYAH%20TIFANI%20P-FDK.pdf
Supriono, & Yahya, A. H. (2019). New Media dan Strategi Periklanan. AKTUALITA Jurnal Penelitian Sosial dan Keagamaan Volume 9, Edisi 1, 17-31.
Sugiyono, P. D. (2018). Metode Penelitian Kuantitatif Kualitatif Dan R&D.Yogyakarta: Alfabeta.
Wardhana, A. (2021). KONSEP BAURAN PEMASARAN 4P DAN 7P. In E. Hendrayani, & dkk., MANAJEMEN PEMASARAN (Dasar & Konsep) (pp. 113-126). Bandung: Media Sains Indonesia.
Widyawati, T. I. (2022). Strategi Komunikasi Pemasaran Terpadu UD Damena Pada Masa Pandemi Covid-19 Di Denpasar Provinsi Bali. Thesis. Denpasar, Bali, Indonesia.
Wulandari, T., & Anisyahrini, R. (2023). Implementasi Strategi Komunikasi Pemasaran Digital Marketing Di Neostation Creative Center, Live Cooking and Coffee Bar. Jurnal Info Sains : Informatika dan Sains, Edition September 2023 Vol. 13, No. 02, 212-216.
Yu, S., Abbas, J., Draghici, A., Negulescu, O. H., & Ain, N. U. (2022). Social Media Application as a New Paradigm for Business Communication: The Role of COVID-19 Knowledge, Social Distancing, and Preventive Attitudes. Frontiers in Psychology, Volume 13, Article 903082, 1-17.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Anubhava: Jurnal Ilmu Komunikasi HIndu

Artikel ini berlisensi Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Anubhava: Jurnal Komunikasi Hindu is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Permissions beyond the scope of this license may be available at Anubhava: Jurnal Ilmu Komunikasi