Strategi Komunikasi Pemasaran Melalui Media Sosial Instagram @Photose.id Dalam Membangun Brand Awareness. (Marketing Communication Strategy Through Social Media Instagram @Photose.id In Building Brand Awareness).

Sibuea, Friston Dika (2023) Strategi Komunikasi Pemasaran Melalui Media Sosial Instagram @Photose.id Dalam Membangun Brand Awareness. (Marketing Communication Strategy Through Social Media Instagram @Photose.id In Building Brand Awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of photography in Indonesia is currently one of the businesses that has arisen as a result of the growth of the digital world. The presence of the internet and social media can be used to introduce their studio photos. This is marked by the emergence of many new photo studios, especially in the city of Surabaya. Each studio has its own characteristics and marketing communication strategy in building brand awareness. It's the same with Photose which carries the concept of Joyful and color as a reinforcement of their characteristics. In this study, researchers used descriptive qualitative research. The informants in this study are the owners and managers of Instagram accounts from Photose and several consumers who use Photose's services. Researchers also made observations through Photose's Instagram social media to support this research. The theory used in this study is AIDA, Promotion Mix, and Brand Awareness. The results of this study are that Photose carries out marketing communication strategy activities in building brand awareness to consumers and customers. The first strategy is through advertising in online media, namely Instagram and print media in the form of brochures, sales promotion in the form of discount vouchers and free photos together, public relations activities in collaboration with DBL and One Pride MMA, direct marketing by way of reminders via chat, interactive marketing by creating interesting and funny content. The second strategy used by Photose is personal counseling, this activity is used as evaluation material after the consumer has finished the photo session by approaching and asking about what Photose needs to fix. Keywords: Marketing Communication Strategy, Promotion Mix, Brand Awareness, Photose

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