PERAN SOCIAL MEDIA INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS DI ERA PANDEMI COVID 19 (STUDI PADA AKUN INSTAGRAM @DAPURNYAH)

FAUZI, NATASYA AISYAH and Lionardo, Andries and Murti, Krisna (2022) PERAN SOCIAL MEDIA INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS DI ERA PANDEMI COVID 19 (STUDI PADA AKUN INSTAGRAM @DAPURNYAH). Undergraduate thesis, Sriwijaya University.

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Abstract

AS ONE OF THE NEW TYPES OF BUSINESSES FORMED DURING THE PANDEMIC, THE ONLINE VEGETABLE BUSINESS DAPURNYAH IS REQUIRED TO HAVE STRATEGIES AND INNOVATIONS IN CONDUCTING ONLINE PROMOTIONS IN ORDER TO SURVIVE AND COMPETE IN THE DIGITAL BUSINESS WORLD. DEPORTING FROM THE HABIT OF PEOPLE WHO USED TO SHOP FOR GROCERIES DIRECTLY AT THE MARKET, SWITCHING TO SHOPPING ONLINE DUE TO LIMITED MOBILITY DURING THE PANDEMIC. THIS STUDY LOOKS AT THE ROLE OF SOCIAL MEDIA, ESPECIALLY INSTAGRAM, IN BUILDING BRAND AWARENESS IN THE COMMUNITY, ESPECIALLY DURING A PANDEMIC LIKE TODAY. IN THIS STUDY, THE RESEARCHER USED THE 4C THEORY BY CHRIS HEWER WITH A QUALITATIVE METHOD AND THE DATA PRESENTED DESCRIPTIVELY. DATA COLLECTION TECHNIQUES USING IN-DEPTH INTERVIEWS, OBSERVATION AND DOCUMENTATION. BASED ON THE RESULTS OF THIS STUDY, INSTAGRAM ACTS AS A MEDIA OR COMMUNICATION TOOL FOR DAPURNYAH WITH ITS CUSTOMERS, IN ORDER TO INTERACT AND CONVEY MESSAGES TO THE FORMATION OF BRAND AWARENESS IN THE COMMUNITY, BASED ON THE FOUR DIMENSIONS THAT INFLUENCE THE SUCCESS OF USING SOCIAL MEDIA, NAMELY, CONTEXT, COMMUNICATION, COLLABORATION AND CONNECTION.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Peranan Social Media Instagram, Brand Awareness, Pandemi Covid 19
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN1-995 Social history and conditions. Social problems. Social reform
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Natasya Aisyah Fauzi
Date Deposited:	22 Aug 2022 04:52
Last Modified:	22 Aug 2022 04:52
URI:	http://repository.unsri.ac.id/id/eprint/77483

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