Pemanfaatan Instagram @ukulele_murah Sebagai Sarana Membangun Citra Merk Ukulele Cowboy. (Using Instagram @ukulele_murah as a tool Building a Ukulele Cowboy Brand Image).

Aulia, Tiara Septi (2023) Pemanfaatan Instagram @ukulele_murah Sebagai Sarana Membangun Citra Merk Ukulele Cowboy. (Using Instagram @ukulele_murah as a tool Building a Ukulele Cowboy Brand Image). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The use of Instagram has been increasing from time to time, technological advances are increasingly rapidly making some business people switch to using social media to start their business, one of which is the @ukulele_murah account. The @ukulele_murah account was formed in 2019 with a different concept. Before becoming a selling account, this account was an Instagram account which became a place for music lovers to aspire to their hobby, which is music. Lovita Kintani is the owner of the @ukulele_murah account that founded the account. Lovita came up with this concept because she also has a passion for music. Lovita uses Instagram to develop her business. He uses features from Instagram to provide a new experience by using Instagram properly and correctly. Like the name of the Instagram account @ukulele_murah, of course, Lovita also sells a musical instrument called the cowboy ukulele. Ukulele cowboy is a musical instrument commonly used by beginners in playing musical instruments. It is important for a musical instrument account with an online store concept to maintain the brand image that belongs to a brand, especially the cowboy ukulele instrument. To build the brand image, the @ukulele_murah account applies 4 elements contained in the Rich Media Theory developed by Daft and Lengel. The type of research used is a qualitative approach with descriptive research and data collection techniques in this study are interviews, observation, and documentation. Keywords: Instagram, Rich Media Theory, Brand Image

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