Strategi Komunikasi Pemasaran Almaluna Bar and Resto dalam Membangun Brand Awareness melalui Instagram. (Marketing Communication Strategy of Almaluna Bar and Resto in Building Brand Awareness through Instagram).

Eryawan, Aria Hendri (2024) Strategi Komunikasi Pemasaran Almaluna Bar and Resto dalam Membangun Brand Awareness melalui Instagram. (Marketing Communication Strategy of Almaluna Bar and Resto in Building Brand Awareness through Instagram). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the marketing communication strategies employed by Almaluna Bar and Resto to build brand awareness through Instagram. Using a qualitative descriptive approach, this research analyzed data obtained from interviews, observations, and documentation. The results show that Almaluna successfully increased brand awareness through the effective use of Instagram features such as feed, stories, and reels. This strategy involves a combination of engaging content, professional visual design, and direct interaction with customers. Additionally, this study identifies several challenges faced by Almaluna, such as maintaining branding consistency and facing competition. This research contributes to the field of marketing communication by providing a deeper understanding of the role of Instagram in building brand awareness in the culinary industry.

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