IMPLEMENTASI MODEL SOSTAC SEBAGAI STRATEGI KOMUNIKASI PEMASARAN DIGITAL CASHCOW INDONESIA DALAM MEMBANGUN BRAND AWARENESS

Adelia Septiani, . (2025) IMPLEMENTASI MODEL SOSTAC SEBAGAI STRATEGI KOMUNIKASI PEMASARAN DIGITAL CASHCOW INDONESIA DALAM MEMBANGUN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Barcode scanners have become vital tools in supporting management and inventory across various business sectors. Cashcow Indonesia emerges as a barcode scanner distributor committed to providing a comprehensive range of high-quality products to meet market demands. However, in an increasingly competitive market filled with well-established competitors, Cashcow Indonesia, as a new brand, faces significant challenges in building brand awareness to gain recognition and remain competitive. This issue serves as the foundation for this research, which aims to explore the digital marketing communication strategy of Cashcow Indonesia in building its brand awareness. This study adopts a descriptive qualitative approach, with data collected through interviews and observations of selected informants using purposive sampling techniques. The research applies the SOSTAC model to analyze the systematic steps involved in assessing the situation, planning, implementing, and evaluating Cashcow Indonesia’s digital marketing communication strategy. The findings indicate that Cashcow Indonesia utilizes various digital platforms such as Instagram, TikTok, and e-commerce platforms like Shopee and Tokopedia to convey its marketing messages. While the company has effectively implemented communication strategies and tactics, the action stage especially the use of social media—requires further enhancement to maximize the potential of digital marketing in building strong brand awareness.

Item Type: Thesis (Skripsi)
Additional Information: 2110411037 Puri Bestari Mardani Aan Setiadarma Anindita Lintangdesi Afriani
Uncontrolled Keywords: SOSTAC Model, Digital Marketing Communication Strategy, Brand Awareness
Subjects: 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: ADELIA SEPTIANI
Date Deposited: 07 Aug 2025 06:33
Last Modified: 07 Aug 2025 06:33
URI: http://repository.upnvj.ac.id/id/eprint/38823

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