Penggunaan Media Sosial Instagram Oleh Dokevi Shoes Dan Tingkat Brand Awareness. (Dokevi Shoes' Use of Instagram and Brand Awareness Level).

Saputra, Septian Hadi (2025) Penggunaan Media Sosial Instagram Oleh Dokevi Shoes Dan Tingkat Brand Awareness. (Dokevi Shoes' Use of Instagram and Brand Awareness Level). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to describe how Dokevi Shoes utilizes Instagram as a digital communication platform to build brand awareness, as well as to identify the level of brand awareness among its audience. As a growing local footwear brand based in Surabaya, Dokevi Shoes employs Instagram to conduct visual-based marketing communication, strengthen audience engagement, and shape consumer perceptions. This research adopts a descriptive qualitative approach, employing in-depth interviews, observation of the official Dokevi Shoes Instagram account, and documentation of content activities and user interactions. The findings indicate that Dokevi Shoes implements various content strategies— including product photography, reels, storytelling through captions, and the use of interactive features such as Instagram Stories—to establish a closer connection with its audience. These activities generate engagement in the form of likes, comments, shares, saves, and direct message responses, which collectively contribute to the brand’s digital presence. From the audience’s perspective, the level of brand awareness is categorized as moderate; users are able to recognize the brand visually (brand recognition), yet brand recall remains limited due to intense competition within the local footwear industry. Consistent visual identity, posting frequency, and message delivery style are found to be key factors influencing the formation of brand awareness. This study concludes that well-structured digital communication strategies through Instagram can support the development of brand awareness for local brands. However, stronger visual identity and more intensive audience interaction are required for Dokevi Shoes to reach a top-of-mind position among consumers.

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