Andini Cahya Ningrum, . (2024) STRATEGI KOMUNIKASI PEMASARAN PESTAPORA PADA PLATFORM MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND IMAGE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research examines the digital marketing strategy employed by Pestapora through Instagram in building a brand image. The numerous failures in the implementation of music festivals, along with the emergence of new festivals, encourage music event organizers to be more active in promoting their events while rebuilding public trust. To address this issue, a strategic marketing communications approach is needed to develop a strong brand image that can attract attention and remain prominent in the minds of consumers. The purpose of this research is to understand how Pestapora executes its marketing communication strategies on Instagram using the AISAS concept. AISAS is a marketing model designed by Dentsu to reach target markets in line with technological advances. This research was conducted using a qualitative approach, collecting primary data through interviews and secondary data from documentation and observation. Data analysis techniques included data reduction, data presentation, and drawing conclusions. This research utilized source triangulation data validity techniques. The results of this research indicate compatibility between Pestapora's marketing communication strategy on Instagram and the AISAS concept. Specifically, Pestapora carries out its strategy organically without paid advertising, creating awareness through interesting visual content, such as using fruit as a key visual. The strategy also develops interest by uploading content with a Call to Action (CTA) to spark curiosity, making it easier to find further information about Pestapora through the use of highlight features and a website link in the bio.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010411117] [Pembimbing: Ahmad Zakki Abdullah, S.IP, M.Si.] [Penguji 1: Windhi Tia Saputra, S.Sos. M.Si.] [Penguji 2: Garcia Krisnando N., S.Sos., M.Si.] |
| Uncontrolled Keywords: | Digital Marketing Communication Strategy; Festival; Brand Image; Instagram; Pestapora |
| Subjects: | H Social Sciences > H Social Sciences (General) M Music and Books on Music > M Music |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | ANDINI CAHYA NINGRUM |
| Date Deposited: | 11 Sep 2024 02:14 |
| Last Modified: | 11 Sep 2024 02:14 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31034 |
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