Skripsi

PERAN SOCIAL MEDIA INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS DI ERA PANDEMI COVID 19 (STUDI PADA AKUN INSTAGRAM @DAPURNYAH)

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Penilaian

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AS ONE OF THE NEW TYPES OF BUSINESSES FORMED DURING THE PANDEMIC, THE ONLINE VEGETABLE BUSINESS DAPURNYAH IS REQUIRED TO HAVE STRATEGIES AND INNOVATIONS IN CONDUCTING ONLINE PROMOTIONS IN ORDER TO SURVIVE AND COMPETE IN THE DIGITAL BUSINESS WORLD. DEPORTING FROM THE HABIT OF PEOPLE WHO USED TO SHOP FOR GROCERIES DIRECTLY AT THE MARKET, SWITCHING TO SHOPPING ONLINE DUE TO LIMITED MOBILITY DURING THE PANDEMIC. THIS STUDY LOOKS AT THE ROLE OF SOCIAL MEDIA, ESPECIALLY INSTAGRAM, IN BUILDING BRAND AWARENESS IN THE COMMUNITY, ESPECIALLY DURING A PANDEMIC LIKE TODAY. IN THIS STUDY, THE RESEARCHER USED THE 4C THEORY BY CHRIS HEWER WITH A QUALITATIVE METHOD AND THE DATA PRESENTED DESCRIPTIVELY. DATA COLLECTION TECHNIQUES USING IN-DEPTH INTERVIEWS, OBSERVATION AND DOCUMENTATION. BASED ON THE RESULTS OF THIS STUDY, INSTAGRAM ACTS AS A MEDIA OR COMMUNICATION TOOL FOR DAPURNYAH WITH ITS CUSTOMERS, IN ORDER TO INTERACT AND CONVEY MESSAGES TO THE FORMATION OF BRAND AWARENESS IN THE COMMUNITY, BASED ON THE FOUR DIMENSIONS THAT INFLUENCE THE SUCCESS OF USING SOCIAL MEDIA, NAMELY, CONTEXT, COMMUNICATION, COLLABORATION AND CONNECTION.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2207003514	T77483	T774832022	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T774832022

Publisher

Indralaya : Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2022

Collation

xiv, 93 hlm.; Ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

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Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Jurusan Ilmu Komunikasi
Media Komunikasi, Media Sosial

Specific Detail Info

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Statement of Responsibility

MUSLIMAH

Other version/related

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