STRATEGI KOMUNIKASI PEMASARAN MELALUI INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS PADA BATIK NDAYANI SUKOHARJO

Purwanto, Setyo (2023) STRATEGI KOMUNIKASI PEMASARAN MELALUI INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS PADA BATIK NDAYANI SUKOHARJO. Universitas Surakarta, Surakarta.

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Abstract

Intense competition between entrepreneurs has spurred every entrepreneur to compete to meet the standards of buyer demand and provide the best possible promotion through social media. This makes online entrepreneurs competing to use the best possible marketing communication strategy. Batik Ndayani is a batik business that was founded in 1975 and decided to develop by online business. In developing an online business, Batik Ndayani utilizes Instagram social media as a means of carrying out its marketing communication strategy so that the message that has been planned can be conveyed properly by potential buyers. The form of the communication strategy compiled by Batik Ndayani uses a theory based on Kotler and Armstrong regarding the 4 elements of the Marketing Mix, namely Product, Price, Place and Promotion. The method used in this research is a qualitative descriptive study that will describe or describe a phenomenon or event based on existing facts and data, then the data is presented in a qualitative form. This research reveals facts in the field and to see how Batik Ndayani’s marketing communication strategy uses Instagram in increasing brand awareness.

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