Permatasari, Silvia Wahyu Tri and Rachma Bhakti Utami, SE., M.AB (2024) Strategi Perencanaan Konten Instagram Untuk Membangun Brand Awareness Sunborn Studio. Diploma thesis, Universitas Brawijaya.
Abstract
Sunborn Studio adalah sebuah UMKM di Kota Malang yang fokus pada produksi kerajinan tangan dari manik-manik, termasuk cincin, gelang, kalung, serta strap untuk handphone, masker, dan pod. Penelitian ini dilatarbelakangi oleh kurang optimalnya pemanfaatan fitur-fitur Instagram seperti reels, stories, feed posts, dan Instagram ads pada akun @sunbornstudio. Selain itu, pembuatan konten masih jarang dilakukan dan tidak memiliki content plan yang terstruktur, sehingga pemasaran online melalui Instagram belum maksimal. Tujuan dari penelitian ini adalah untuk mengoptimalkan strategi pemasaran Sunborn Studio dengan merancang dan membuat content plan pada akun Instagram @sunbornstudio, dengan target utama membangun brand awareness Sunborn Studio. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan deskriptif-kualitatif. Data dikumpulkan melalui observasi, wawancara, dan studi literatur. Penelitian ini mencakup analisis SWOT dan psikografi aksesoris manik-manik. Hasil penelitian menunjukkan peningkatan yang signifikan dalam jangkauan akun, interaksi audiens terhadap konten, dan jumlah kunjungan profil setelah pengunggahan konten yang terencana. Hal ini menunjukkan bahwa brand awareness Sunborn Studio telah mulai terbangun, khususnya pada tahap pengenalan merek (brand recognition). Saran yang diberikan adalah Sunborn Studio harus terus aktif di Instagram @sunbornstudio dengan membuat konten yang menarik dan terencana. Selain itu, mereka perlu rutin mengevaluasi hasil konten agar strategi pemasaran lebih efektif dan brand Sunborn Studio semakin dikenal oleh calon pembeli.
English Abstract
Sunborn Studio is a small and medium-sized enterprise (SME) in Malang City that focuses on producing handmade bead crafts, including rings, bracelets, necklaces, and straps for phones, masks, and pods. This research is motivated by the suboptimal use of Instagram features such as reels, stories, feed posts, and Instagram ads on the @sunbornstudio account. Additionally, content creation is infrequent and lacks a structured content plan, resulting in less effective online marketing through Instagram. The purpose of this research is to optimize Sunborn Studio's marketing strategy by designing and creating a content plan for the Instagram account @sunbornstudio, with the main goal of building Sunborn Studio's brand awareness. This research employs a qualitative method with a descriptive-qualitatif approach. Data were collected through observation, interviews, and literature studies. The study includes SWOT analysis and psychographic analysis of bead accessories. The research results show a significant increase in account reach, audience interaction with content, and profile visits following the planned content uploads. This indicates that Sunborn Studio's brand awareness has begun to build, especially at the brand recognition stage. The recommendation is that Sunborn Studio should remain active on Instagram @sunbornstudio by creating engaging and planned content. Furthermore, they need to routinely evaluate content performance to ensure more effective marketing strategies and to enhance the recognition of Sunborn Studio's brand among potential buyers.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 052417 |
| Uncontrolled Keywords: | - |
| Divisions: | Program Vokasi > D3 Administrasi Bisnis |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 09 Oct 2024 07:00 |
| Last Modified: | 09 Oct 2024 07:00 |
| URI: | http://repository.ub.ac.id/id/eprint/226631 |
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