scholarly journals PERAN KOMUNITAS ONLINE ‘SUARA DISKO’ DALAM MEMBANGUN BRAND AWARENESS MUSIK TAHUN 80AN MELALUI INSTAGRAM THE ROLE OF ONLINE COMMUNITY ‘SUARA DISKO’ IN BUILD A BRAND AWARENESS THROUGH 80’S MUSIC INSTAGRAM

2018 ◽  
Vol 12 (2) ◽  
pp. 171-184
Author(s):  
Annisa Pramitasari ◽  
Dini Salmiyah Fithrah Ali
Keyword(s):  
Social Media ◽  
Young People ◽  
Case Studies ◽  
Online Community ◽  
Qualitative Method ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition ◽  
Four Levels

The development of the community is currently getting forward and more of young people who have an interest in a thing that is similar and  they began to build a community. Suara Disko. is a community that has a  purpose to popularize  the  80s music. With the evolve  of social media makes Suara Disko ha s  a media as Instagram to introduce their communities online. The purpose of this research is to find out how the role of online communities ‘Suara Disko ‘ in built a  Brand Awareness through 80s music Instagram.  This research using the qualitative method with approach case studies with indicator consists of four levels of Brand Awareness by Durianto that are Brand Recognition, Brand Unaware, Brand Recall, and Top Of Mind. Results of the study mentioned that the role of the community Suara Disko in built a Brand Awareness is by establishing the identity, provide the education, interaction with the followers, and become catchy by followers when considering which popularized back 80s music. Then to achieve the purpose of Suara Disko to popularize 80s music, Suara Disko is using Instagram to deliver activities in the form of visual and message.  Keywords – Brand Awareness, Community, Instagram, Role, Suara Disko

scholarly journals SOCIAL MEDIA MARKETING SEBAGAI SARANA PENGEMBANGAN KEWIRAUSAHAAN BERBASIS SOCIO-TECHNOPRENEURSHIP DI UNIVERSITAS ISLAM RIAU

2020 ◽  
Vol 3 (2) ◽  
pp. 177-193
Author(s):  
Benni Handayani ◽  
Fatmawati Moekahar ◽  
Yudi Daherman ◽  
Mufti Hasan Alfani
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition

Bisnis kreatif dalam beberapa dekade terakhir mengalami perkembangan ditopang dengan kemutakhiran teknologi. Fenomena ini kemudian dikomodifikasi menggunakan pendekatan sosial. Model di atas dikenal dengan istilah Socio-technopreneurship. Penelitian ini membahas mengenai social media marketing sebagai media pemasaran dan media sosial dengan memanfaatkan teknologi dalam membangun brand awareness ke-5 jenis usaha diantaranya unaware of brand, brand recognition, brand recall, dan top of mind, mendukung selebgram, penelitian ini berpusat di business center kantin terapung Universitas Islam Riau yang mengakomodasi berbagai wirausaha muda baik mahasiswa maupun alumni dengan bentuk bisnis di bidang apapun baik barang maupun jasa. Penelitian ini menggunakan pendekatan kualitatif deskriptif, pengumpulan data melalui observasi, wawancara, dan dokumentasi. Kesimpulan didapatkan bahwa kompetensi pengelolaan media sosial khususnya instagram yang digunakan oleh para informan untuk media bisnis cenderung masih konvensional, padahal trend terbaru dalam dunia bisnis online sudah semakin dinamis dan variatif. Pengembangan Socio-technopreneurship pada akhirnya menjadi sebuah metode yang signifikan sebagai upaya untuk meningkatkan kompetensi di atas.

scholarly journals The Role of Social Media Instagram in the Travel Process: Evidence from Young People in Surabaya

2021 ◽  
Vol 4 (1) ◽  
pp. 23-32
Author(s):  
Lydia Felicia Prasetya ◽  
Marcella Caroline Jaya ◽  
Sienny Thio
Keyword(s):  
Social Media ◽  
Young People ◽  
Qualitative Method ◽  
Preliminary Investigation ◽  
Travel Agents ◽  
Quantitative Descriptive ◽  
Depth Interviews

This paper aims to examine the role of Instagram in the travel process of Surabaya’s young people. This process was divided into five stages namely: dreaming, planning, booking, experiencing and sharing. Quantitative descriptive was employed by distributing 200 questionnaires with the age ranging from 18 to 24. Qualitative method was also utilized by having in-depth interviews with five informants. The results have shown that Surabaya’s young people attach greatest role of Instagram on dreaming stage and the least role on booking stage. Youngsters are inspired after seeing posts (uploads) associated with travel on Instagram due to travel-related accounts they follow. This study has provided a preliminary investigation of travel process using Instagram and it should provide insights to travel agents, both offline and online to consider Instagram as a promotional media with the fact that Instagram plays an important role in the travel process amongst young people.

scholarly journals The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products

2019 ◽  
Vol 3 (1) ◽  
pp. 59
Author(s):  
Ahmad Vinza Riskyawan ◽  
Rizka Miladiah Ervianty
Keyword(s):  
Social Media ◽  
Simple Random Sampling ◽  
Internet Technology ◽  
Digital Marketing ◽  
Communication Media ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Marketing Communication ◽  
Brand Recall ◽  
Brand Recognition

There are various ways to use the internet technology for marketers. One of them is the use of social media as a means for marketers to inform or sell products or services for customers' online market share. Social media is a new marketing tool that makes it possible to know customers and prospective customers in ways that were previously impossible (Clayman, 2017). The subjects of this study were the people of Surabaya, who were selected by simple random sampling. This study uses a Likert scale as a measurement scale, which consists of four answer choices. This was used to accommodate differences in respondents' answers between categories of respondents. Data collection was carried out through a questionnaire containing several questions which were then recorded, calculated on average per dimension, and analyzed descriptively. The questionnaire in this study employed to measure the effectiveness of advertising is based on EPIC theory (Empathy, Persuation, Impact, and Communication - EPIC), and to measure brand awareness is based on the brand awareness of the pyramid theory (top of mid, brand recall, brand recognition, and unaware of the brand) by David Aaker quoted in Durianto (2004). All respondents knew the Kitchenindo brand with the help of content or advertisements through the Kitchenindo Instagram account and respondents rated Kitchenindo's ads or content on Instagram as effective. Thus, the use of digital marketing communication media can be used as a tool to achieve the awareness of the Kitchenindo brand, although this research only reached the brand recognition stage and has not reached the level of brand recall and even top of mind. This turned out to have an impact on the number of product sales figures that did not significantly give benefit to the company. 

scholarly journals Komunikasi Pemasaran Viral Marketing (Studi Kasus Kopi Kwang Koan)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 141
Author(s):  
Yenty Boentoro ◽  
Sinta Paramita ◽  
Sinta Paramita
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Communication Technology ◽  
Qualitative Method ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Business People ◽  
Coffee Shops

Development of communication technology is growing very rapidly especially social media.Social Media can be a new medium for business people to conduct marketing communication.In addition to the relatively cheaper advertising costs, social media can reach a wider audience.This research examines the marketing communication of Viral Marketing in creating a business brand awareness of SMES case studies Coffee Kwang Koan.The purpose of this research is to know the influence of digital word of mouth or exposure that influencers do on Instagram social media in creating brand awareness and its effect on the development of the general business.The research object consists of two ethnic coffee shops, Kedai Kwang Koan.This study used a descriptive qualitative method by conducting interviews with Johny Poluan as the owner as the main speaker and observing the visitors of the Kwang Koan coffee shop.Perkembangan teknologi komunikasi berkembang sangat pesat khususnya media sosial. Media sosial dapat menjadi medium baru bagi pelaku bisnis untuk melakukan komunikasi pemasaran. Selain biaya iklan yang relatif lebih murah, sosial media dapat menjangkau khalayak yang lebih luas. Penelitian ini mengkaji tentang komunikasi pemasaran Viral Marketing dalam menciptakan brand awareness bisnis UMKM studi kasus Kopi Kwang Koan. Tujuan penelitian ini untuk mengetahui pengaruh word of mouth digital atau exposure yang dilakukan influencer di media sosial instagram dalam menciptakan brand awareness dan efeknya terhadap perkembangan bisnis secara umum. Objek penelitian terdiri dari dua kedai kopi etnis yakni Kedai Kwang Koan. Penelitian ini menggunakan metode kualitatif secara deskriptif yaitu dengan melakukan wawancara terhadap Johny Poluan selaku pemilik sebagai narasumber utama dan melakukan pengamatan terhadap pengunjung Kedai Kopi Kwang Koan.

scholarly journals Analisis Kesadaran Merek dan Kepuasan Pelanggan ( Studi Kasus pada Pengguna Aplikasi Pembayaran Elektronik PT. Visionet Internasional OVO) di Palembang)

2020 ◽  
Vol 1 (1) ◽  
pp. 1-16
Author(s):  
Yuliyana Yuliyana ◽  
Fakhry Zamzam ◽  
Luis Marnisah
Keyword(s):  
Customer Satisfaction ◽  
Qualitative Method ◽  
Swot Analysis ◽  
Brand Awareness ◽  
Brand Recall ◽  
Application Systems ◽  
Brand Recognition ◽  
Swot Matrix ◽  
Research Findings ◽  
And Gender

This research is a qualitative method research, it is conducted to analyze brand awareness and customer satisfaction from one of the FINTECH OVO electronic payment application systems. In analyzing the brand awareness, there are top of mind indicators, brand recall, brand recognition, and unware brand. Meanwhile, to analyze customer satisfaction with 5 indicators namely, tangibles, reliability, responsiveness, assurance and empathy. Those are analyzed by using direct interviews to customers and in analyzing companies, namely PT. International Visionet uses SWOT analysis and SWOT matrix. In this research, there were 100 samples, with the location of the distribution of questionnaires dissemination in several locations of shopping centers, offices and universities in Palembang city. Based on the results of interviews with OVO customers, the results on brand awareness and customer satisfaction were divided into several groups, namely from the grouping of respondents by age, occupation, education address and gender. In the brand awareness variable, 70% of customers were aware of the product in terms of top of mind indicators, 77.25% brand recall, 93% brand recognition and 73.5% unware brand. Meanwhile, for the customer satisfaction variable the results obtained were tangibles 83%, reliability 95.75%, responsiveness 74.5%, assurance 94% and empaty 55%. For the analysis at PT. Visionet International, the results of a SWOT analysis using the SWOT matrix and Cartesian diagrams, the results of the analysis showed that an X axis was 0.8 and a Y axis was 0.7. Therefore, based on the research findings, it showed that the strategy which must be done by the company was to use the company's strength strategy and to take advantage of opportunities that exist in the company.  

Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery

2018 ◽  
Vol 6 (7) ◽  
pp. 45
Author(s):  
Gunjan Gumber ◽  
Jyoti Rana
Keyword(s):  
Organic Food ◽  
Brand Awareness ◽  
National Capital Region ◽  
Promising Alternative ◽  
Brand Recall ◽  
Brand Building ◽  
Brand Recognition ◽  
National Capital ◽  
High Level ◽  
Structured Questionnaire

In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.

scholarly journals Peran Media Sosial Instagram dalam Membangun Kesadaran berdonasi di Lazis Darul Hikam

2021 ◽  
Vol 15 (1) ◽  
pp. 22-41
Author(s):  
Ditha Nurul Fazrin ◽  
Iwan Sukoco
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Qualitative Method ◽  
Symbolic Interaction ◽  
Interaction Theory ◽  
Institutional Interaction ◽  
Active User ◽  
The Social ◽  
Symbolic Interaction Theory

This study aims to determine the social interaction of Lazis Darul Hikam and the community through Instagram social media and to find out the role of social media Instagram in building awareness of donation in Lazis Darul Hikam. The research uses symbolic interaction theory to photograph how people interact using social media, define the meaning of the symbols conveyed and ultimately lead to actions in this case giving donations. The method used is a qualitative method, the donor Lazis Darul Hikam, an active user of Instagram, is an informant in this study. The results showed that social media has the following roles: (1) Instagram is a medium for inter-institutional interaction with the community to introduce programs and reporting media, (2) Instagram social media is also able to build awareness of donations by collecting funds obtained through social media.AbstrakPenelitian ini bertujuan untuk mengetahui interaksi sosial Lazis Darul Hikam dan masyarakat melalui media sosial Instagram serta untuk mengetahui peran media sosial Instagram membangun kesadaran berdonasi di Lazis Darul Hikam.  Penelitian menggunakan teori interaksi simbolik untuk memotret bagaimana masyarakat berinteraksi menggunakan media sosial, mendefinisikan makna dari simbol-simbol yang disampaikan dan akhirnya bermuara pada perbuatan dalam hal ini memberikan donasi. Metode yang digunakan adalah metode kualitatif, donatur Lazis Darul Hikam pengguna aktif Instagram menjadi informan dalam penelitian ini. Hasil penelitian didapatkan bahwa media sosial memiliki peran sebagai berikut: (1) Instagram menjadi media untuk berinteraksi antar lembaga dengan masyarakat untuk memperkenalkan program dan media pelaporan, (2) Media sosial Instagram juga mampu membangun kesadaran berdonasi dengan terkumpulnya dana yang didapatkan melalui media sosial

scholarly journals Meat as a matter of fact(s): the role of science in everyday representations of livestock production on social media

2019 ◽  
Vol 18 (06) ◽  
pp. A01 ◽  
Author(s):  
Ulrika Olausson
Keyword(s):  
Social Media ◽  
Representation Theory ◽  
Case Studies ◽  
Environmental Issues ◽  
Livestock Production ◽  
Social Representation ◽  
Online Discussions ◽  
Social Representation Theory ◽  
Strong Position

In recent times we have allegedly witnessed a “post-truth” turn in society. Nonetheless, surveys show that science holds a relatively strong position among lay publics, and case studies suggest that science is part of their online discussions about environmental issues on social media — an important, yet strikingly under-researched, debate forum. Guided by social representation theory, this study aims to contribute knowledge about the role of science in everyday representations of livestock production on social media. The analysis identifies two central themata, namely lay publics' contestations of (1) facts and non-facts, and (2) factual and non-factual sources.

scholarly journals The influence of YouTube: selling luxury cosmetics in the digital age

2021 ◽  
Author(s):  
Andrea Chidley
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Research Study ◽  
Brand Awareness ◽  
Instructional Videos ◽  
Brand Recognition ◽  
Social Media Platforms ◽  
Youtube Videos ◽  
Luxury Cosmetics ◽  
Use Of Social Media

This MRP analyzes the use of social media in selling high-end cosmetics. As social media continues to evolve, luxury cosmetics companies like Nudestix are using social media platforms like YouTube to create brand awareness. This paper uses a textual and visual content analysis of six YouTube videos to analyze how how-to and instructional videos may be used to market and promote lesser known, indie cosmetics brands. Research on marketing, in addition to other research articles, is used to explain the importance of brand stores, seed and word of mouth marketing campaigns. This research study uses qualitative data collected from the YouTube video sample to provide insights for indie cosmetics brands looking to grow their indie cosmetics brand using beauty influencers and how vlogs can create brand recognition.

Corruption in the Public Eye

2014 ◽  
pp. 258-272
Author(s):  
Elitza Katzarova
Keyword(s):  
Social Media ◽  
Social Change ◽  
Case Studies ◽  
News Coverage ◽  
Negotiation Strategy ◽  
The Public ◽  
First Case ◽  
Social Media Platforms ◽  
Analytical Tools

What role is there for publicity in the global anti-corruption debate? This chapter introduces the concepts of “transparency” and “publicity” as analytical tools that account for differentiated channels through which the availability of information can induce social change. Two case studies provide insights into the role of traditional media in comparison to new social media. The first case analyzes the role of Western news coverage during the negotiations of the OECD Anti-Bribery Convention in the mid-1990s and the threat of publicity as a negotiation strategy. The second case investigates the role of social media platforms such as Twitter, Facebook, and YouTube in the success of the anti-corruption strike carried out by Indian social activist Anna Hazare in 2011. By introducing and further applying the conceptual toolkit of “transparency” and “publicity” to both cases, this chapter argues that transparency requires publicity or in the case of the OECD negotiations—the threat of publicity—in order for the anti-corruption campaign to be successful. The chapter concludes with a discussion of the ramifications for transparency and publicity as tools for social change.

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