Afif, Muhammad (2025) Strategi Komunikasi Pemasaran Pada Akun Instagram @bekasmodel dalam Membangun Brand Image. Other thesis, Universitas Islam Riau.

Text skripsi_199110151_watermark.pdf - Submitted Version Restricted to Registered users only Download (6MB) | Request a copy

Abstract

This study aims to analyze the marketing communication strategies applied by the Instagram account @bekasmodel in building its brand image as a thrift business. The research method used is descriptive qualitative with a case study approach through content analysis. The findings reveal that the implemented communication strategies successfully created a strong, authentic, and distinctive brand image compared to other thrift competitors. These strategies align with the Integrated Marketing Communication (IMC) concept proposed by Kotler and Keller, which includes three main elements: (1) advertising through unique visual aesthetics and the use of Instagram Ads, (2) promotion through limited-time discounts and the creation of a sense of urgency, and (3) personal selling through direct and interactive communication between the account owner and consumers. These integrated strategies have proven effective in building brand awareness, brand preference, and brand loyalty toward the @bekasmodel brand.

Actions (login required)

View Item