INSTAGRAM SEBAGAI MEDIA PEMASARAN PASCA COVID-19 DALAM MENINGKATKAN BRAND AWARENESS FUJISHOPID BALI

Penulis

  • Putu Jista Prajna Dana Devi Universitas Hindu Negeri I Gusti Bagus Sugriwa
  • Relin D.E Universitas Hindu Negeri I Gusti Bagus Sugriwa
  • Ida Ayu Tary Puspa Universitas Hindu Negeri I Gusti Bagus Sugriwa

DOI:

https://doi.org/10.25078/anubhava.v5i1.3929

Kata Kunci:

Ilmu Komunikasi; Pemasaran; Brand Awareness

Abstrak

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

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Unduhan

Diterbitkan

2025-03-31
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