Pemanfaatan Instagram Sebagai Media dalam Membangun Brand Image C12 Coffe and Ride. (The Use of Instagram as a Media in Building the Brand Image of C12 Coffe and Ride).

Masruroh, Siti (2024) Pemanfaatan Instagram Sebagai Media dalam Membangun Brand Image C12 Coffe and Ride. (The Use of Instagram as a Media in Building the Brand Image of C12 Coffe and Ride). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Utilizing social media, especially Instagram, has become an important step in building a brand image for a business. This is what C12 Coffee&Ride has done as a business actor who has built the brand image of this cafe through instagram social media to get a positive image. This research aims to explore how using instagram can improve brand image. The research method used is descriptive qualitative and the theoretical concept used is the Daft and Lengel media richness theory which applies four criteria in the media richness theory, namely personal sources, immediacy, language diversity, signal diversity. With the consistency in activity and content on instagram, it can be concluded that this platform provides a wealth of visual and interactive content. Instagram is not only an information channel, but is also able to build a strong and positive brand image for C12 Coffee&Ride in the eyes of a wide audience. Proper use of instagram's various features is the key to achieving this success. So, through analysis of visual content, follower interactions and activities carried out on instagram, research results will be provided in the form of knowledge about the effectiveness of Instagram as a medium in forming a strong and positive brand image.

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