Winduasrini, Elisabeth Dinda (2022) Strategi Produksi Konten Instagram Warung Geglolet dalam Melakukan Branding. (Warung Geglolet Instagram Content Production Strategy in Branding). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Branding can be done by anyone, including UMKM. Now, UMKM are a type of business that is mostly carried out by the local, so that is making competition between UMKM even more intense. In the digital era, branding activities can be done by utilizing social media, one of which is Instagram as done by Warung Geglolet. Branding activities in Instagram are related to the content uploaded on the account. Before the content is uploaded, there is a production process in which there is also a strategic determination carried out, so that the uploaded content can be in accordance with the goals. In this study, researchers want to research and know the strategies carried out by Warung Geglolet in creating Instagram content as a one of branding activities carried out. This study used the analysis visual method by GillianRose, which has three sides with different analysis boundaries. In this analysis, researchers not only observed the content that had been uploaded but also conductedinterviews with the owner of Warung Geglolet and several followers of the Warung Geglolet Instagram account. After that, the results of the analysis are grouped based on three logics that exist in message design logic theory by Barbara O’Keefe, namely expressive logic, conventional logic, and rhetoric logic. The results of this study show the strategy carried out by Warung Geglolet, namely maximizing Instagram features as a branding medium, having varied types of content, offering types of content to its followers, and using everyday language in its content. Keyword : Branding, UMKM Warung Geglolet, Instagram
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Branding, UMKM Warung Geglolet, Instagram |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151800057 Elisabeth Dinda Winduasrini |
| Date Deposited: | 17 Nov 2022 06:35 |
| Last Modified: | 17 Nov 2022 06:35 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/16645 |
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