PEMANFAATAN INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING ER-CORNER BOUTIQUE DALAM MEMBANGUN BRAND AWARENESS DI KOTA PEKANBARU
ABSTRACT: This study discusses
the use of instagram as social media marketing to build brand awareness Er-corner Boutique
in Pekanbaru. The
research aims to
know the use instagram
in increasing knowledge of
consumers who are not aware of the brand
(brand Unware), to establish the level of brand recognition, to know the level
of brand recall, and to know how the top of mind consumer Er corner boutique in
Pekanbaru.
In this study the authors used a qualitative descriptive study with data
collection techniques through observation, interviews and documentation.
Informants in this s tudy were 8 people who were taken by purposive sampling
technique, those are Er -corner boutique owner, 2 employees Er-corner boutique, and
5-corner Er customers
who use instagram.
Interactive data analysis
models the researchers use to
describe the results of research into
techniques for data analysis and data validity checking researcher use
triangulation techniques.
The results showed that the use instagram by Er-corner boutique Pekanbaru
in building its brand awareness of
Unware of the
brand is paid
promote, endorsement selebgram,
and posted a photo of outfit of the day (ootd) done by
the owner Er-corner. After that strategies to increase brand recognition in
instagram used by Er-corner boutique is intense sharing photos of products,
positive testimonials from customers
and provide promo
discounts and held
several quizzes with
prizes. Tactics conducted by
Er-corner boutique in making the brand
recall to the consumer by providing information
about fashion and give quizzes with prizes to consumers every mont h twice and
intense posting photographs of Er-corner boutique products every day. While the
top of mind that Er-corner boutique get is increasing followers Er-corner for
more than two years have followers on instagram more than 3500 (without follow
customer first, it means pure of followers) and has more than 500 testimonies
positive for years 2014-2015.
Penulis: Viny Putri Fauzi
Kode Jurnal: jpkomunikasidd160039
