Putri, Vawzannisa Indira (2025) Strategi Komunikasi Pemasaran di Instagram dalam Membangun Brand Equity Mantappu Store. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research examines the marketing communication strategy on Instagram implemented by Mantappu Store in building and strengthening brand equity to maintain business continuity after the disbandment of Waseda Boys using the concept of brand equity by David A. Aaker. This study was conducted with a qualitative case study approach. Primary data in this study were obtained from interviews and secondary data were obtained from observation and documentation. The data obtained in this study were analyzed through the stages of data reduction, data presentation, and drawing conclusions. Then to ensure the validity of the data, the source triangulation method was used as a verification technique. The results of this study indicate that Mantappu Store faces a major challenge in restoring the enthusiasm of its customers, both in terms of sales and engagement. The marketing communication strategy carried out by Mantappu Store so far has been in accordance with the steps to strengthen brand equity to maintain business continuity after the disbandment of Waseda Boys. This strategy includes various efforts to increase the dimensions of brand awareness, perceived quality, brand association, brand loyalty. These strategies demonstrate the importance of communication in building emotional relationships and creating long-term value for consumers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411084] [Pembimbing: Windhi Tia Saputra, S.Sos. M.Si] [Penguji 1: Ratu Nadya .W, S.I.Kom.MM] [Penguji 2: Dra. Hermina Manihuruk, MM] |
| Uncontrolled Keywords: | Brand equity; Instagram; Marketing Communication Strategy; Mantappu Store |
| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce Q Science > Q Science (General) |
| 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: | VAWZANNISA INDIRA PUTRI |
| Date Deposited: | 25 Aug 2025 07:42 |
| Last Modified: | 25 Aug 2025 07:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38821 |
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