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Novi Safitri
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Komunikasi Persuasif Rumah Masker dalam Mengembalikan Brand Awareness Safitri, Novi; Asniar, Immawati; Choiriyati, Sri
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 5 No. 6 (2025): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v5i6.9943

Abstract

Social media, particularly Instagram, has become an essential platform for local brands to build interaction and strengthen brand awareness. However, a period of digital inactivity presents significant challenges in maintaining audience relationships. This study aims to describe the persuasive communication strategies implemented by Rumah Masker in restoring brand awareness after being inactive on Instagram. The research employed a qualitative approach through in-depth interviews, content observation, and documentation. The findings reveal that Rumah Masker’s persuasive communication strategies were carried out through consistent visual content and storytelling, active interaction with audiences, collaborations with influencers, and structured content planning. These strategies proved effective in increasing engagement, enhancing message credibility, and rebuilding consumer trust. The study concludes that persuasive communication serves not only as a promotional tool but also as a recovery strategy to maintain brand existence in the competitive local beauty market.  
Co-Authors A. Manaf Ali Achmad Munajab Agung Yusup Albertus Sudirman, Albertus Asmawati Asmawati Asniar, Immawati Bambang Utoyo Choiriyati, Sri Dachriyanus Dadan Kusnandar Dini, Ahmad Effendi, Mokhtar erfandari, ovy F. Furqon, F. Fauziah, Lu’lu’ Kholidah Gunawan Aji Helty IZZAZAYA, ANNISA Jaeni Jaeni Kartika Hendra Titisari Khairul Mustain KUSUMA, HENDRIX INDRA M. V. Sargent Made Same Martha, Shantika Martono , Muamar Kadafi, Muamar Muhammad Izzul Islam Muhammad Khairul Fatihin Muhammad Salikin N. H. Ladjis Nadia Nadia Nurifansyah Nurifansyah Nurmayanti, Sri Nyayu Siti Fahira Pranata, Rio Putri, Riska Amelia Retno Susanti Rizki Nurfita Wijaya Rosnizar, Rosnizar Sanjaya, Refki Satrijo Saloko Syahfitri, Widya Syarif, Muhammad Amirudin Usodri, Kresna Shifa Widya Sari Wildan Dzikri Basilla Winda Hasri Meutiya Witri Suwanto Wiwik Indrawati, Wiwik Yani, Septi Yasmiati Yasmiati Yohannes Alen