Strategi Konten Digital CV. Fizzul Putra Mandiri Melalui Akun Facebook dalam Membangun Brand Awareness. (Digital Content Strategy CV. Fizzul Putra Mandiri Through Facebook Account in Building Brand Awareness).

Tehuayo, La Masihu (2024) Strategi Konten Digital CV. Fizzul Putra Mandiri Melalui Akun Facebook dalam Membangun Brand Awareness. (Digital Content Strategy CV. Fizzul Putra Mandiri Through Facebook Account in Building Brand Awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to analyze the digital content strategy implemented by CV. Fizzul Putra Mandiri via its facebook account in an effort to build brand awareness. In this research, the theoretical approach used is the marketing mix which consists of four main elements, namely product, promotion, price and place. This research uses a qualitative approach, which involves direct observation of content published on CV's Facebook account. Fizzul Putra Mandiri as well as in�depth interviews with the owner, the company's marketing team, and 2 CV consumers. Fizzul Putra Mandiri. In the product aspect, this research found that CV. Fizzul Putra Mandiri consistently displays the advantages and innovation of its products in every post. Published content displays product details, benefits and unique features designed to attract consumer attention and differentiate the product from competitors. Additionally, the use of high-quality visuals and product demonstration videos helps strengthen the product's image in the eyes of consumers. In terms of promotion, the company utilizes various features on its facebook account to promote content so that it can reach a wider audience. In terms of price, the company highlights various attractive offers and discounts to attract consumers' attention. In terms of location, the use of Facebook as the main platform has helped companies reach consumers in various regions in Indonesia. This research concludes that the implementation of a digital content strategy based on the 4P marketing mix theory by CV. Fizzul Putra Mandiri has proven effective in building brand awareness. Recommendations from this research include improving the quality of interactive content to better engage consumers and consumer preferences in more depth, as well as developing more segmented promotional strategies to reach more specific and relevant audiences. Thus, CV. Fizzul Putra Mandiri is expected to be more effective in building brand awareness and increasing its competitiveness in the market through an integrated digital content strategy based on the 4P marketing mix theory.

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