Lidya Radiatul Janah, . (2025) ANALISIS KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND RECALL DENGAN MODEL SOSTAC MELALUI INSTAGRAM @AFI_BANTAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In the past, pillows were not a primary need for many people, but along with the development of information technology and increasing access to social media, Indonesian people's awareness of the importance of quality pillows for sleeping has increased. This condition is supported by Instagram activity in Indonesia which has reached 103 million users, becoming an important platform for visual content and digital marketing strategies. As a micro-enterprise that is just starting out, @afi_bantal faces a big challenge in building brand recall. This is because many pillow brands have already been known in the market. This study aims to analyze marketing communications in building brand recall on the Instagram account @afi_bantal by applying the SOSTAC model. This study uses the SOSTAC Model, a descriptive qualitative approach using primary data sources and secondary data. Data collection techniques in this study are observation, interviews and documentation as well as data analysis techniques by Miles and Huberman. The results of the study indicate that @afi_bantal has made basic marketing communication efforts on Instagram using the SOSTAC model, such as the situation analysis stage in the form of formulating positioning and analyzing opportunities and challenges. The objectives stage determines the goal of building brand recall. The strategy stage determines STP and carries out promotional strategies. The tactics stage is a simple communication tactic including interaction and use of testimonials. The action stage emphasizes comfort & quality content, has more targeted content planning and finally the control stage, including @afi_bantal still facing obstacles in content consistency, optimizing Instagram features, and the need for a more systematic brand recall evaluation.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411025] [Pembimbing: Kumala Hayati] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Hermina Manihuruk |
| Uncontrolled Keywords: | Marketing Communications, Brand Recall, Instagram, SOSTAC |
| 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: | LIDYA RADIATUL JANAH |
| Date Deposited: | 07 Aug 2025 01:36 |
| Last Modified: | 07 Aug 2025 01:36 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38810 |
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