{"data":{"id":4184,"url":"https:\/\/repo.xbbh.net\/items\/4184","status":"published","type":"thesis","title":"STRATEGI KOMUNIKASI PEMASARAN PT TOKO\nRUMAHAN INDONESIA DALAM MEMBANGUN\nBRAND AWARENESS\n(Studi Kasus Pada Akun Instagram @tokrumnet)","title_alt":null,"abstract":"v\nABSTRAK\nPenelitian ini dilakukan untuk mengetahui \u201cStrategi Komunikasi Pemasaran\nDalam Membangun Brand Awareness (Studi Kasus Pada Akun Instagram\n@tokrumnet)\u201d. Tujuan penelitian yaitu untuk mengetahui apa saja strategi komunikasi\npemasaran, bagaimana perencanaan nya dan alasan Toko Rumahan menggunakan\nInstagram sebagai salah satu media sosial dalam upaya membangun brand awareness.\nPenelitian ini menggunakan metode kualitatif dengan jenis penelitian studi\nkasus. Melakukan teknik pengumpulan data dengan observasi, wawancara secara\nmendalam dan dokumentasi. Teknik analisis data yang digunakan dalam penelitian ini\nyaitu kondensasi data, pesentasi data dan validasi data.\nHasil penelitian ini yaitu (1) Dalam perencanaan yang dilakukan oleh Toko\nRumahan diawali dengan menentukan objective dan goals terlebih dahulu lalu setelah\nitu membuat content calender agar perencanaan nya dapat terstruktur dan sesuai\ndengan target yang diinginkan. (2) Strategi komunikasi pemasaran dalam membangun\nbrand awareness yang dilakukan oleh Toko Rumahan dimulai dengan menyampaikan\nidentitas perusahaan terlebih dahulu, disisi lain Toko Rumahan menggunakan 5 jenis\nkomunikasi pemasaran menurut (Rabbani et al., 2022). (3) Toko Rumahan memilih\nInstagram sebagai salah satu media sosial untuk membangun brand awareness karena\nInstagram dirasa menjadi media yang kanalnya cukup besar dan sesuai dengan\nsegment market Toko Rumahan yaitu gen z.\nKata kunci : Strategi Komunikasi Pemasaran, Media Sosial, Instagram, Brand\nAwareness.","abstract_alt":null,"creators":[{"role":"author","family_name":"Al Farizi","given_name":"Andra Imam","orcid":null,"national_id":"3112201097"},{"role":"advisor","family_name":"Prasastiningtyas","given_name":"Widyapuri","orcid":null,"national_id":"0411108606"}],"year":2024,"date_issued":"2024-08-12","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":["Strategi Komunikasi Pemasaran","Media Sosial","Instagram","Brand\nAwareness"],"language":"id","subjects":[],"divisions":[{"code":"70201","name":"S1 Ilmu Komunikasi","pddikti_code":"70201"}],"citation":"Al Farizi, Andra Imam (2024) STRATEGI KOMUNIKASI PEMASARAN PT TOKO\nRUMAHAN INDONESIA DALAM MEMBANGUN\nBRAND AWARENESS\n(Studi Kasus Pada Akun Instagram @tokrumnet). UNIVERSITAS SANGGA BUANA YPKP.","documents":[{"name":"COVER_ANDRA_IMAM_AL_FARIZI.pdf","section":"cover","mime_type":"application\/pdf","size":4568563,"sha256":"d7e3c1c4664ca6bf48ccadebd03c2b585927cc5cc8c34313a9f8fe1e7950d63b","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4184\/files\/14866\/COVER_ANDRA_IMAM_AL_FARIZI.pdf"},{"name":"LEMBAR_PENGESAHAN_ANDRA_IMAM_AL_FARIZI.pdf","section":"front_matter","mime_type":"application\/pdf","size":821786,"sha256":"0d2d8e505b995e89707f26e3af5b95a0c3984e4614377f4f7094d2f0c22d8365","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4184\/files\/14867\/LEMBAR_PENGESAHAN_ANDRA_IMAM_AL_FARIZI.pdf"},{"name":"LEMBAR_PERNYATAAN_ANDRA_IMAM_AL_FARIZI.pdf","section":"front_matter","mime_type":"application\/pdf","size":746871,"sha256":"764745bcf8aab142dd8dee6025f067656cec791a0d5f22cb6d7f315e418702d8","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4184\/files\/14868\/LEMBAR_PERNYATAAN_ANDRA_IMAM_AL_FARIZI.pdf"},{"name":"ABSTRAK_ANDRA_IMAM_AL_FARIZI.pdf","section":"abstract","mime_type":"application\/pdf","size":2469873,"sha256":"9b1b46587e6f8d40cf114a9cc3f5a7ac4ef795d1961b90246f7a43dcbde88393","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4184\/files\/14869\/ABSTRAK_ANDRA_IMAM_AL_FARIZI.pdf"},{"name":"BAB_I_ANDRA_IMAM_AL_FARIZI.pdf","section":"chapter_1","mime_type":"application\/pdf","size":2469810,"sha256":"fc23cc4650302661ee8fd29f4f87f22bb8f12147b8c1dd474c2d64ea2c70c87b","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4184\/files\/14870\/BAB_I_ANDRA_IMAM_AL_FARIZI.pdf"},{"name":"DAFTAR_PUSTAKA_ANDRA_IMAM_AL_FARIZI.pdf","section":"bibliography","mime_type":"application\/pdf","size":2469748,"sha256":"2fd43d3cbf60665f1369010b3767e09b49f7dd346f61605357b234c0be6e7907","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4184\/files\/14871\/DAFTAR_PUSTAKA_ANDRA_IMAM_AL_FARIZI.pdf"},{"name":"SURAT_KETERANGAN_PLAGIARISME_ANDRA_IMAM_AL_FARIZI.pdf","section":null,"mime_type":"application\/pdf","size":160195,"sha256":"289b3918e47d4c444c50f1e034c074f6928b17b06739b0fe066fdbfcab4297cc","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/4184\/files\/14872\/SURAT_KETERANGAN_PLAGIARISME_ANDRA_IMAM_AL_FARIZI.pdf"}],"published_at":"2024-09-02T03:27:09+00:00","updated_at":"2026-10-31T07:28:20+00:00"}}