Strategi Komunikasi Pemasaran Hyperival Store Melalui Media Sosial Instagram dalam Membangun Brand Image. (Hyperival Store Marketing Communication Strategy Through Social Media Instagram in Building Brand Image).

Arfiansyah, Masruhin (2023) Strategi Komunikasi Pemasaran Hyperival Store Melalui Media Sosial Instagram dalam Membangun Brand Image. (Hyperival Store Marketing Communication Strategy Through Social Media Instagram in Building Brand Image). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

As technology develops, it makes it easier for a company to improve branding, so that companies can interact through branding that is built online via the internet. Currently the use of the internet has become a container created for culture which cannot be avoided because the existence of the internet provides many conveniences for users and can be accessed anytime and anywhere without any time limits. The online media used by the Hyperival Store business is Instagram. By using Instagram social media, you can build a brand image through interaction with consumers on the strategies used. This research focuses more on how the brand image of the sneakers business is currently increasing in Indonesia. However, in this case the research focus will be carried out in Surabaya using social media Instagram in building a brand image. This research itself will discuss and want to know marketing communication strategies through social media Instagram @hyperival_store in building a brand image. The purpose of this research is to find out the marketing communication strategy of Hyperival Store through Instagram social media in building a brand image. To determine the existing data in this study, the authors used a qualitative research method where all data obtained through secondary and primary data. In addition, data collection was also carried out by observation, interviews, and in-depth documentation in order to be able to answer the problem formulation. By using a descriptive qualitative method, the researcher found that Hyperival Store as a sneakers business that uses a marketing communication strategy can build a brand image. However, from the research conducted by the researcher, there are a few suggestions for Hyperival Store in building further on brand image, namely paying more attention to social media and optimizing online marketing and promotions through Instagram and other media that they own. Keywords : Marketing Communication Strategy, Instagram, Brand Image, Sneakers.

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