Marcommers : Jurnal Marketing Communication and Advertising
Vol 13, No 1 (2024)

Analisis Penggunaan Media Sosial Instagram Dalam Membangun Brand Awareness UMKM Bandeng Presto Prisha

Susanty, Rina (Unknown)
Restaty, Santa Margaretha Niken (Unknown)
Pujiastuti, Yanti Lestari (Unknown)

Article Info

Publish Date
02 Mar 2024

Abstract

This study aims to examine how the MSME Bandeng Presto Prisha utilizes Instagram to build brand awareness. Using a qualitative descriptive method with a case study approach, data were obtained through in-depth interviews, observations, and documentation. The results show that Instagram significantly supports branding processes through product visualisation, customer testimonials, and brand positioning. Content strategies remain basic and inconsistent, yet they manage to reach the targeted market active on social media. This study contributes to the development of digital marketing strategies for culinary-based MSMEs.

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Journal Info
Marcommers : Jurnal Marketing Communication and Advertising
Website

Abbrev

marcommers

Publisher

Universitas Mercu Buana

Subject

Humanities Languange, Linguistic, Communication & Media Social Sciences

Description

Marcommers is a peer -reviewed scientific journal that published two (2) times a year, in March and October. Editors receive research papers that closely related to the field of Marketing Communication (Advertising, Digital Marketing Communication and consumen behavior). Research themes focused on ...