Analisis Strategi Viral Marketing Sixstreet melalui Instagram dalam Membangun Brand Awareness Target Market di E-Commerce (Studi Deskriptif Kualitatif Strategi Viral Marketing Brand Lokal Sixstreet pada Instagram dalam Membangun Brand Awareness)

Abstract

This research is entitled "Analysis of Sixstreet's Viral Marketing Strategy through Instagram in Building Brand Awareness of Target Market in E-Commerce (Qualitative Descriptive Study of Sixstreet's Viral Marketing Strategy on Instagram in Building Brand Awareness)". The purpose of this research is to analyze customer trust and the effectiveness of Sixstreet's viral marketing strategy through Instagram in building brand awareness of the target market in e commerce. The theories used in this research are Communication, Marketing Communication, Viral Marketing Strategy, and Brand Awareness. The method used in this research is descriptive qualitative. The data in this study were obtained through in-depth interviews, observation, and documentation. Data validity was obtained using triangulation techniques. The informants in this study amounted to five people using purposive sampling technique. The results showed that viral marketing is effective in building brand awareness and increasing Sixtreet's customer trust on Instagram.