Ardiansyah, Maharani (2025) Pemanfaatan Instagram dalam Membangun Citra Merek Royal Fragrance. (The Use of Instagram in Building the Brand Image of Royal Fragrance). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to see how Royal Fragrance's strategy is to utilize Instagram in building brand image. Royal Fragrance is a local perfume brand that has been growing since 2020, using social media as tool promotional media in 2021. Instagram allows brands to build closer and more personal relationships with their audiences. By using descriptive qualitative methods, data obtained through interviews as the main data for this research, observation by gradually observing Instagram Royal Fragrance, and documentation in the form of screenshots of content images needed to strengthen the observation results. The results of this study were analyzed using the media richness theory which includes four criteria: multiple cues, feedback immediacy, language variety, and personal sources. The study found that Instagram is considered by Royal Fragrance as a rich medium because it is able to convey various communication cues, such as text, images, videos, photos, emojis, sound effects, and direct interaction with customers through comments, direct massage (DM) and collaboration with influencers . The results show that Instagram not only functions as a tool to promote a business, but is also the right media to create a strong, attractive, and memorable brand identity for consumers.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Instagram, Brand Image, Media Richness Theory, Royal Fragrance |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152100198 Maharani Ardiansyah |
| Date Deposited: | 09 May 2002 20:22 |
| Last Modified: | 09 May 2002 20:22 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/39215 |
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