DIGITAL BRAND LOCAL PRODUCT KREESANG 354 THROUGH INSTAGRAM ACCOUNT @KREESANG2WSSAQ354 IN INCREASING BRAND AWARENESS
Keywords:
Brand Awareness, Digital Brand, Instagram, Kreesang 354Abstract
This research aims to analyze the use of digital branding strategies on the local product Kreesang 354 through the Instagram account @Kreesang354 in increasing brand awareness. In the current digital era, social media has become an important platform in product marketing, especially for local brands that want to introduce their products to a wider audience. This study examines how Kreesang 354 utilizes Instagram as a tool to build brand image and increase brand awareness among consumers. The method used in this research is a qualitative approach with a case study on the Kreesang 354 Instagram account. Data were obtained through direct observation of the uploaded content, interaction with the audience, as well as analysis of the engagement rate and frequency of interactions occurring on the platform. In addition, interviews with the administrators of the Kreesang 354 Instagram account and several consumers were also conducted to deepen the understanding of the digital branding strategies implemented. The research results show that Kreesang 354 has successfully utilized Instagram as an effective medium to introduce their products by using various features such as feed, stories, and IGTV to create engaging content. Additionally, the use of influencers and collaborations with various parties also contributed to increasing brand interaction and exposure. Thus, this research concludes that Instagram has a significant impact on increasing brand awareness for the local product Kreesang 354.
Downloads
References
Abdussamad, Z. (2021). Metode Penelitian Kualitatif. Makassar : CV Syakir Media
Press. 1–224.
Abidin, Y. (2019). Konsep Dasar Bahasa Indonesia (Tarmizi, Ed.). PT Bumi Aksara. Adnani, K. (2021). Metodologi Penelitian Komunikasi Kualitatif Dan Kuantitatif. 1–
142. eprints.iain-surakarta.ac.id
Andata, C. P., Iflah, Kurnia, & Putri, S. A. (2022). Pengaruh Media Sosial Dalam Meningkatkan Brand Awareness “Somethinc” Pada Pengguna Instagram. Jurnal Komunikasi, 13(2), 84–92. https://doi.org/10.31294/jkom
Arikunto, S. (2014). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Atmoko, B. D. (2014). Instagram Handbook Tips Fotografi Ponsel. Jakarta : Media Kita
(Vol. 6, Issue 3). Onilne.
Budihardjo, A., Arianti, F., & Mas’ud, F. (2020). Pengaruh Investasi, Tenaga Kerja, Dan Indeks Pembangunan Manusia Terhadap PDRB (Studi Kasus Kabupaten/Kota di Provinsi Jawa Tengah Tahun 2016-2018). DIPONEGORO JOURNAL OF ECONOMICS, Vol 9, No 2, 1–9. https://ejournal2.undip.ac.id/index.php/dje
Bungin, B. (2022). Analisis Data Penelitian Kualitatif. 1–288.
Fajar, M. L. Nur., Agus, Sriyanto., & SOS, S. (2020). Cyber Branding Tumurun Private Museum Solo Melalui Instagram Dalam Meningkatkan Brand Awareness Pengunjung. PhD Thesis. IAIN SURAKARTA.
Hanindharputri, M. A., & Pradnyanita, A. A. S. I. (2021). Konten Visual Instagram Sebagai Strategi Pemasaran UMKM Baru. Prosiding SNADES 2021 - Kebangkitan Desain & New Media: Membangun Indonesia Di Era Pandemi, 285–292. https://www.Instagram.com/omosnackbali,
Isbah, U., & Iyan, R. Y. (2016). Analisis peran sektor pertanian dalam perekonomian dan kesempatan kerja di Provinsi Riau. Jurnal Sosial Ekonomi Pembangunan, 7 (19), 45–54. festiva.ejournal.unri.ac.id
Khanza, G. (2020). Analisis Digital Marketing Melalui Media Sosial Terhadap Brand Awareness Di Desa Wisata Gabungan, Turi, Sleman. STP AMPTA.
Kotler, P. (2014). Manajemen Pemasaran. etheses.iainkediri.ac.id
Kriyantono, R. (2014). Teknik Praktik Riset Komunikasi Kuantitatif dan Kualitatif: Disertai contoh praktis skripsi, tesis, dan disertai riset media, Public Relation, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran.
Kurniawan, M. A. (2021). Perencanaan Video Promosi Desa Puhsarang sebagai Upaya Meningkatkan Brand Recall.
Kusumastuti, A., & Khoiron, A. M. (2019). Metode Penelitian Kualitatif (F. Annisya & Sukarno, Eds.). Lembaga Pendidikan Sukarno Pressindo (LPSP).
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis, A Methods Sourcebook (H. Salmon, Ed.). SAGE Publications.
Mulyasa. (2022). Manajemen Pendidikan Karakter (D. Ispurwanti, Ed.). PT Bumi Aksara.
Nugraha, S. D. U. (2019). Strategi Digital Branding Media Sosial Instagram PT. Kereta Api Indonesia (Studi Deskriptif Kualitatif Pada Akun Instagram @keretaapikita). Universitas Telkom.
Nuraviananda, M. T. (2022). Cyber Branding “Bakar Production” Dalam Membentuk
Brand Image Sebagai Ketoprak Modern.
Paramitha, H., & Doho, Y. D. B. (2021). Pengaruh Konten Instagram Ads @Luxebarbershop Terhadap Peningkatan Brand Awareness. Journal of Research on Business and Tourism, 1(2), 119. https://doi.org/10.37535/104001220213
Pragita, Y. (2022). Digital Branding Norma Coffee Melalui Konten Kreatif Di Instagram @normacoffee.id. Universitas Islam Negeri Sultan Syarif Kasim.
Riduwan. (2014). Metode Observasi dan Penelitian. Rineka Cipta.
Simarmata, L. F. (2019). Cyber Branding Clothing Line Nadjani (Studi Kasus Cyber Branding Clothing Line Nadjani Melalui Akun Instagram @nadjaniindonesia Dalam Membangun Brand Loyalty Konsumennya) [Universitas Komputer Indonesia]. https://doi.org/http://elibrary.unikom.ac.id
Sugiyono. (2016). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. Banddung : Alfabeta.,.
Susilo, A. (2020). Aktivitas Cyber Public Relations Pegipegi.com Dalam Meningkatkan Brand Awareness Cyber Public Relations Activities Pegipegi.com In Improving Brand Awareness. Jurnal Spektrum Komunikasi, 8(1). https://doi.org/https://doi.org/10.37826/spektrum.v8i1.61
Suyanti, Ahmad, & Supriyadi. (2016). Pisang, Budidaya, Pengolahan, Dan Prospek Pasar. Jakarta: Penebar Swadaya.
Syahroi, M. R., & Pratiwi, R. Z. B. (2024). Cyber Branding Rumah Budaya Kratonan dalam Membentuk Citra Community Center Kota Surakarta. Jurnal Publikasi Ilmu Komunikasi Media Dan Cinema, 6(2).
Syaifuddin, W. K. (2022). Strategi Branding Instagram @Santri Design Community Sebagai Brand Awareness.
Syam, A., Rakib, M., & Yani, I. (2020). Pengaruh Literasi Kewirausahaan dan Karakter Wirausaha terhadap Keberhasilan Usaha Kecil. Journal of Economic Education and Entrepreneurship Studies, 2, 65–77.
Thoyibie, L. (2014). Psikologi Social Media. https://doi.org/10.35130/jrimk Wulandari, H. (2022). Digital Branding Di Media Sosial Instagram Bekasi Keren (@kotabekasikeren) Dalam Pembentukan Citra Kota Bekasi. Universitas Islam“45” Bekasi.
Yunus, U. (2022). Digital Branding Teori Dan Praktek. Simbiosa Rekatama Media.
