Safitri, . (2025) STRATEGI KOMUNIKASI BAZNAS BAZIS DKI JAKARTA DALAM MENINGKATKAN BRAND AWARENESS MELALUI INSTAGRAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study analyzes the communication strategy of BAZNAS BAZIS DKI Jakarta in increasing brand awareness through Instagram. A descriptive qualitative method was applied using in-depth interviews, observation of the @baznasbazisdkijakarta account, and documentation of social media content. The results show that the strategy is implemented through content planning, message publication, and engagement with evaluation based on Instagram insight data. Challenges include limited human resources, Instagram algorithm changes, and low digital zakat literacy. Solutions involve improving internal coordination, digital literacy training, and adapting to platform dynamics. Public brand awareness is mostly at the recognition stage, with some audiences reaching recall, but brand preference and top-of-mind awareness remain suboptimal. More intensive strategies such as storytelling, transparent program reporting, and influencer collaboration are needed to strengthen public trust. These findings align with Pierre Lévy’s New Media Theory, emphasizing two-way interaction and public participation via Instagram.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411047] [Pembimbing: Ayu Wardani] [Penguji 1: Aan Setiadarma] [Penguji 2: Kumala Hayati] |
| Uncontrolled Keywords: | Communication Strategy, Brand Awareness, Instagram, Zakat |
| Subjects: | H Social Sciences > H Social Sciences (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: | SAFITRI |
| Date Deposited: | 11 Aug 2025 13:31 |
| Last Modified: | 11 Aug 2025 13:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39266 |
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