Shafiya Salim Alydrus, . (2024) STRATEGI PENGUATAN BRAND AWARNESS OPTIKA LUNETT (Studi Deskriptif Pada Strategi Komunikasi Akun Tiktok @Optikalunett_Official). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
As many as 70.8% of all Indonesians use Tiktok, not only to find entertainment, but also for many brands that utilize this platform to sell and promote. According to a report by the National Statistics Agency, 9 out of 10 brands in Indonesia use social media as a means of sales and promotion. This phenomenon shows that Tiktok has become an effective tool to expand the reach and interaction between brands and consumers, thus increasing brand awareness among the Tiktok audience. Seeing this, this study aims to determine the strategy of strengthening brand awareness used by Optika Lunett through a communication strategy implemented on Tiktok social media @optikalunett_official so that Optika Lunett is able to survive and stand out in the midst of the rise of sales and promotion of other brands on social media. The model used in this research is the AIDA model. The method used is descriptive qualitative using primary data sources and secondary data. The data collection technique used documentation and interviews with relevant informants. The results of the research and discussion show that there are ten stages of communication used as a strategy to strengthen Optika Lunett's brand awareness, namely target audience research, content pillars, content planning, softselling techniques, call to action, questions and answers, visual hooks, use of talent, content schedulling, and evaluation.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. panggil : 2010411167] [Pembimbing : Kumala Hayati] [Penguji 1 : Yani Hendrayani] [Penguji 2 : Ahmad Zakki] |
| Uncontrolled Keywords: | Brand awareness, communication strategy, Tiktok, and AIDA |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| 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: | SHAFIYA SALIM ALYDRUS |
| Date Deposited: | 23 Sep 2024 02:23 |
| Last Modified: | 23 Sep 2024 07:48 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32762 |
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