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All Journal Jurnal Sosioteknologi eProceedings of Art & Design
Fadhil, Indra
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Arts Humanities Engineering Social Sciences

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STRATEGI KOMUNIKASI MEREK PRODUK MAKANAN KUCING DI INDONESIA UNTUK MENINGKATKAN KESADARAN MEREK MELALUI KONTEN INSTAGRAM Fadhil, Indra; Wirasari, Ira; Yantami, Rizky
eProceedings of Art & Design Vol. 12 No. 2 (2025): April 2025
Publisher : Telkom University

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Abstract

Abstrak : Penelitian ini mengkaji penerapan model AISAS (Attention, Interest, Search,Action, Share) untuk memperkuat strategi promosi MAXlife, merek makanan kucing barudi Indonesia yang bersaing ketat dengan merek besar seperti Whiskas dan Me-O.Menggunakan metode kualitatif, termasuk analisis data audiens (STP), engagement rate,dan analisis SWOT, penelitian ini mengidentifikasi tantangan dalam meningkatkankesadaran merek dan penjualan. Strategi memanfaatkan media sosial, terutamaInstagram, untuk menonjolkan keunggulan MAXlife, seperti manfaat anti-hairball danpencegahan FLUTD. Melalui konten yang menarik, kolaborasi influencer, dan storytelling,MAXlife dapat membangun asosiasi positif dan kepercayaan konsumen. Rekomendasiyang dihasilkan bertujuan untuk membantu MAXlife menonjol di pasar yang kompetitif,sekaligus membangun loyalitas konsumen dalam jangka panjang di industri makananhewan peliharaan. Kata kunci: Model AISAS, Kesadaran Merek, Pakan Kucing, MAXlife
Branding Strategy Analysis of the Indonesian Book Information System (SIBI) Using the AISAS Approach Wirasari, Ira; Fadhil, Indra; Justicia, Arunia; Sudibyo, Gina Suastika; Arif, Riksa; Fauzul, Aghnia
Jurnal Sosioteknologi Vol. 23 No. 2 (2024): JULY 2024
Publisher : Fakultas Seni Rupa dan Desain ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/sostek.itbj.2024.23.2.8

Abstract

Low literacy rates in childhood are a concern for the Indonesian government. More community activities on social media are demanding the digitization of teaching materials. Access to teaching materials is one factor in increasing children's literacy. The Indonesian government is continuously enhancing educational facilities, including the development of the SIBI platform, also known as the Indonesian Bookkeeping Information System, which offers free access to digital books. A branding strategy is needed to campaign and attract public attention to access the SIBI platform and try reading books with digital media. This research was conducted to analyze the branding strategy using the AISAS model. This research employs qualitative methods by gathering data through literature studies, observations, and interviews. This study demonstrates that the SIBI branding strategy has been running in accordance with the AISAS model branding theory and can attract the attention of users who are growing.
Co-Authors Arif, Riksa Fauzul, Aghnia Ira Wirasari Justicia, Arunia Sudibyo, Gina Suastika Yantami, Rizky