Rosangela Ruth Tamara, . (2025) STRATEGI KOMUNIKASI PEMASARAN DIGITAL THE FACE SHOP MELALUI KONTEN INSTAGRAM DALAM MEMPERTAHANKAN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research examines the digital marketing communication strategy of The Face Shop cosmetic brand in an effort to maintain brand awareness. The Face Shop is a Korean cosmetic and care manufacturer that has entered Indonesia. The large number of local and international beauty brands traded in Indonesia, coupled with the absence of Brand Ambassadors to maintain brand awareness, can trigger intense competition with other beauty brands. The implementation of marketing communication strategies is needed to create consumer interest and a satisfying service experience. This study aims to explain how The Face Shop's digital marketing communication strategy through Instagram content maintains brand awareness. The conceptual theory used in this study is Integrated Marketing Communication (IMC). The research method used is a qualitative descriptive method with data collection techniques through observation, interviews with five informants, and documentation. The data obtained was validated using source triangulation. The results of this study conclude that the use of Instagram through content carried out by The Face Shop in an effort to maintain brand awareness has been carried out very carefully, with a focus on Unique Selling Points, namely the use of natural ingredients in products, creating diverse content with adjustments to the product's target market, providing attractive promotions every month, conducting targeted paid advertising, and planning and evaluating content every month. The Face Shop also applies marketing communication mix elements well, such as advertising, online & social media marketing, sales promotion, personal selling, direct marketing, event & partnership, public relations, and word of mouth marketing.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010411103] [Pembimbing: Aan Setiadarma] [Penguji 1: Ana Kuswanti] [Penguji 2: Rizkya Ayu Maulida] |
| Uncontrolled Keywords: | Brand Awareness; Instagram Content; Digital Marketing Communication Strategy; The Face Shop |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| 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: | ROSANGELA RUTH TAMARA |
| Date Deposited: | 12 Mar 2025 07:00 |
| Last Modified: | 12 Mar 2025 07:00 |
| URI: | http://repository.upnvj.ac.id/id/eprint/35826 |
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