Strategi Komunikasi Pemasaran Goorita di Instagram dalam Meningkatkan Brand Awareness

Abstract

This research is entitled "Goorita's Marketing Communication Strategy on Instagram in Increasing Brand Awareness". The research method is descriptive qualitative. The purpose of this research is to find out how the marketing communication strategy carried out by Goorita's Instagram account increases brand awareness. The theories and concepts in this study are marketing communication strategies, brand awareness, Instagram, and start-ups. Data collection techniques used are observation, interviews, and documentation. The number of informants in this study were 7 individuals who were determined based on the predefined criteria. The informants are people who directly involved to the addressed problem. The results of this study indicate that the marketing communication strategy used by Goorita on Instagram to increase brand awareness is by making transitions on Instagram, conducting giveaways, creating special taglines, promoting company mascots, creating content that follows trends, working with micro influencers, increasing paid ads or paid advertisements and attending major events and webinars. This was done with a focus so that Goorita can be easily remembered by the public with a prominent identity and distinctive features that can be used as a differentiator from other companies