Khansa Adzra Putri Setianto, . (2025) PEMANFAATAN CONTENT MARKETING PADA AKUN MEDIA SOSIAL INSTAGRAM @SNYHCO DALAM MENINGKATKAN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid development of the fashion business encourages brands to continuously improve their marketing strategies, one of which is utilizing content marketing on social media. Instagram, as one of the largest social media platforms, is the primary choice for brands in promoting products and introducing their identity. Snyhco, a fashion brand that sells various types of bags, chose to focus on building content marketing on Instagram. The purpose of this study was to determine Snyhco's use of content marketing on Instagram in an effort to increase brand awareness. The researcher used Kotler's marketing content planning theory. This type of research used a qualitative method with a case study approach. Data collection techniques through interviews, observation, and documentation. The results of this study indicate that content marketing on Snyhco's Instagram has implemented the eight stages of content marketing by Kotler. Based on all the stages that have been implemented in the content amplification stage with influencers, the use of the Instagram Reels format and Instagram Ads is the most effective strategy in expanding reach and encouraging audience interaction, which ultimately can increase brand awareness on Instagram. However, Snyhco still needs to maximize the Instagram story feature and improve the timing of content uploads.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110411046] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Siti Maryam] [Penguji 2: Ratu Nadya Wahyuningratna] |
| Uncontrolled Keywords: | Brand awareness, Content marketing, Instagram, Social Media |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| 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: | KHANSA ADZRA PUTRI SETIANTO |
| Date Deposited: | 06 Aug 2025 02:41 |
| Last Modified: | 06 Aug 2025 02:41 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38254 |
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