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All Journal Federalisme : Jurnal Kajian Hukum Dan Ilmu Komunikasi
Matthew Julian Bintoro
Universitas Esa Unggul
Law, Crime, Criminology & Criminal Justice

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Strategi Komunikasi Pemasaran Produk H2O Prime dalam meningkatkan Brand Awareness melalui Akun Instagram @h2oprimesolution Matthew Julian Bintoro; Ummanah Ummanah; Fajarina Fajarina; Ballian Siregar
Federalisme: Jurnal Kajian Hukum dan Ilmu Komunikasi Vol. 3 No. 3 (2026): Agustus: Federalisme : Jurnal Kajian Hukum dan Ilmu Komunikasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/federalisme.v3i3.1994

Abstract

The development of social media, particularly Instagram, has transformed companies’ marketing communication patterns in building brand awareness, including H2O Prime, a two-function contact lens solution marketed by PT Talithakum Persada Indonesia through the Instagram account @h2oprimesolution. This study aims to determine H2O Prime’s marketing communication strategy in increasing brand awareness through the Instagram account using the AISAS theory, namely Attention, Interest, Search, Action, and Share. This study employed a descriptive qualitative method using a holistic single-case study design. Primary data were obtained from key informants, namely the founder and CEO and one H2O Prime marketing staff member, as well as five active followers of the Instagram account @h2oprimesolution. Data were collected through observation, in-depth interviews, and documentation, then analyzed through data condensation, data presentation, and conclusion drawing. The results showed that H2O Prime had implemented all five AISAS stages quite effectively, with varying levels of success. Attention and Interest were effectively achieved through honest review, user-generated content, and educational content, while Search was constrained by limited information on prices and bundling packages. Action worked fairly well through soft-selling, whereas Share had not developed into viral sharing. Overall, the strategy successfully built brand recognition and brand recall, but had not yet reached top of mind. The study recommends strengthening price and bundling information, expanding content segmentation, and implementing affiliate programs or campaigns to increase brand awareness sustainably.
Co-Authors Ballian Siregar Fajarina, Fajarina Ummanah Ummanah, Ummanah