Penggunaan Instagram dalam Membangun Brand Image Grande Garden Cafe Prigen. (Use of Instagram in Building Brand Image Grande Garden Cafe Prigen).

Septi, Vinda Tri Ayu (2023) Penggunaan Instagram dalam Membangun Brand Image Grande Garden Cafe Prigen. (Use of Instagram in Building Brand Image Grande Garden Cafe Prigen). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Technological developments encourage the emergence of social media as a medium used in terms of sales in building a good brand image in the eyes of the public, including social media Instagram. This is what Grande Garden Café does as a place of business that builds a positive brand image. The purpose of this study was to find out how the use of Instagram in building a brand image of Grande Garden Café Prigen. The theoretical concept used is the media rich theory (Media Rich Theory) which consists of feedback speed, personal sources, sign diversity, and language variation. The method used in this research is descriptive qualitative. Data collection techniques used interviews, observation, and documentation. The data collection technique is Source Triangulation. The results of this study can be concluded that the @grande_gardencafe Instagram account is able to use social media as an information medium well, this can be seen from the suitability of the four criteria in the theory of media wealth, however, it still has to be consistent and reminded so that it will get better in the future. Keywords: Instagram, Media Rich Theory, Brand Image.

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