Penggunaan Media Sosial Instagram pada Akun Pylometric dalam Membangun Brand Awareness. (Use of Instagram Social Media on Pylometric Accounts in Building Brand Awareness).

Ferdiansyah, Tino Pratama (2023) Penggunaan Media Sosial Instagram pada Akun Pylometric dalam Membangun Brand Awareness. (Use of Instagram Social Media on Pylometric Accounts in Building Brand Awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of social media is increasing rapidly, one of which is Instagram which has become a social media that is popular and in demand because the platform continues to develop and innovate. The presence of Instagram is widely used by big brands to business startups, one of which is in the fashion sector. Where in order to continue to compete with competitors and adapt to technological advances, these business actors need creative and innovative efforts in the process of disseminating information, conveying messages, and promotions, one of which is by using Instagram social media. Pylometric is one of the business actors in the fashion sector and participates in using Instagram social media in building brand awareness. This study aims to determine the use of Instagram social media on the @Pylometric account in building brand awareness. The method used in this research is qualitative research with descriptive study method. Data collection techniques were carried out by interviews, non-participant observation and documentation. The results of this study indicate that the use of Instagram social media is used to carry out promotional activities through existing features, and the content uploaded by Pylometric and Pylometric is in accordance with the four components of Chris Heuer in Solis on the use of Instagram social media, namely context, communication, collaboration. and connection. For the use of Instagram social media in building brand awareness, Pylometric has carried out two stages according to Keller, K.L., Parameswaran, M.G., & Jacob, namely recognition and recall. Keywords: New Media, Instagram, Brand Awareness, Pylometric.

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