{"data":{"id":4182,"url":"https:\/\/repo.xbbh.net\/items\/4182","status":"published","type":"thesis","title":"KOMUNIKASI PEMASARAN BERBASIS KONTEN PADA MEDIA SOSIAL \nINSTAGARAM DALAM MEMBENTUK BRAND AWARENESS WEDDING \nORGANIZER\n(Studi Deskriptif pada Akun Instagram Mawar Wedding Service Bandung)","title_alt":null,"abstract":"Penelitian ini dilakukan untuk mengetahui proses komunikasi pemasaran Mawar \nWedding Service yang diharapkan dapat meningkatkan kesadaran merek dan ciri \nkhasnya. Tujuannya adalah mengetahui proses komunikasi pemasaran Mawar \nWedding Service untuk meningkatkan brand awareness, menganalisis pembuatan serta \npublikasi konten organik dan berbayar, dan mengetahui tantangan atau hambatan \ntertentu yang dihadapi dalam menerapkan strategi komunikasi pemasaran.\nPenelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. \nSumber data diperoleh melalui observasi, wawancara, dan dokumentasi. Teknik \nanalisis data meliputi reduksi data, penyajian data, dan verifikasi kesimpulan. Teknik \nkebasahan data mencakup credibility, transferability, dependability, dan\nconfirmability. Subjek penelitian adalah Mawar Wedding Service, sedangkan objeknya \nadalah komunikasi pemasaran berbasis konten dan brand awareness yang dikatkan \ndengan Mawar Wedding Service.\nHasil penelitian menunjukkan: (1) Komunikasi pemasaran Mawar Wedding Service di \nInstagram sudah baik sesuai teori marketing communication tools. (2) Aktivitas \npemasaran difokuskan pada Instagram. (3) Perancangan konten oleh divisi Konten \nKreatif meliputi pra produksi hingga publikasi, termasuk penggunaan Instagram ads \nuntuk promo atau hard selling. (4) Konsistensi konten hanya pada Instastory, \nsementara feeds dan reels masih tentatif karena kurangnya SDM. (5) Kurangnya SDM \ndari bagian Marketing and sales divisi Konten kreatif Mawar Wedding Service untuk \nmengelola dan memproduksi konten.\nKata kunci: Komunikasi Pemasaran, Konten Instagram, Brand Awareness, \nWedding Organizer","abstract_alt":null,"creators":[{"role":"author","family_name":"Anugrah","given_name":"Muhamad Hikam","orcid":null,"national_id":"3112201141"},{"role":"advisor","family_name":"Sidik","given_name":"Adi Permana","orcid":null,"national_id":"0401118801"}],"year":2024,"date_issued":"2024-08-15","publication":null,"volume":null,"issue":null,"pages":null,"publisher":null,"isbn":null,"issn":null,"doi":null,"official_url":null,"institution":"UNIVERSITAS SANGGA BUANA YPKP","id_number":null,"thesis_level":"bachelor","publication_status":"published","refereed":null,"keywords":["Komunikasi Pemasaran","Konten Instagram","Brand Awareness","Wedding Organizer"],"language":"id","subjects":[],"divisions":[{"code":"70201","name":"S1 Ilmu Komunikasi","pddikti_code":"70201"}],"citation":"Anugrah, Muhamad Hikam (2024) KOMUNIKASI PEMASARAN BERBASIS KONTEN PADA MEDIA SOSIAL \nINSTAGARAM DALAM MEMBENTUK BRAND AWARENESS WEDDING \nORGANIZER\n(Studi Deskriptif pada Akun Instagram Mawar Wedding Service Bandung). UNIVERSITAS SANGGA BUANA YPKP.","documents":[{"name":"cover.pdf","section":"cover","mime_type":"application\/pdf","size":152602,"sha256":"20f2649874fc7c8ddc43f0a6b23e26dfd620851dede3087b18d2e6d23421a121","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4182\/files\/15068\/cover.pdf"},{"name":"lembar_pengesahan.pdf","section":"front_matter","mime_type":"application\/pdf","size":315521,"sha256":"6e7904cae8bd198c92235575c169375cee0d79980b0aa9c256fc23c20ec8fac6","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4182\/files\/15069\/lembar_pengesahan.pdf"},{"name":"lembar_pernyataan.pdf","section":"front_matter","mime_type":"application\/pdf","size":171265,"sha256":"481803143175c6517203dafafd7cb62fe693062d21e9673166d8b77ed70fc28d","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4182\/files\/15070\/lembar_pernyataan.pdf"},{"name":"Abstrak.pdf","section":"abstract","mime_type":"application\/pdf","size":212485,"sha256":"2074dc4de1c2a925bad8d6d81371d76e17dca789dd5a7e2303a56b2db9613d81","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4182\/files\/15071\/Abstrak.pdf"},{"name":"BAB_I.pdf","section":"chapter_1","mime_type":"application\/pdf","size":427954,"sha256":"f8d62c2024fbbe9f935c2c3596fae2c8d0535f8005494cb9957f481c84ff5d33","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4182\/files\/15072\/BAB_I.pdf"},{"name":"Daftar_pustaka.pdf","section":"bibliography","mime_type":"application\/pdf","size":208034,"sha256":"59601475c8d1edda21298747729a2e4c8511c4193ac2945364d401a15e8c3b30","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4182\/files\/15073\/Daftar_pustaka.pdf"},{"name":"surat_keterangan_plagiarisme.pdf","section":null,"mime_type":"application\/pdf","size":436824,"sha256":"1a0e494451033fcbd9960f05293cbdfd4de5a8b4d306383eda34916e0a4bc5cd","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4182\/files\/15074\/surat_keterangan_plagiarisme.pdf"}],"published_at":"2024-09-02T03:23:10+00:00","updated_at":"2026-10-31T07:29:15+00:00"}}