ANALISIS STRATEGI KOMUNIKASI PEMASARAN CAPTAIN BARBERSHOP DALAM MENINGKATKAN BRAND AWARENESS MELALUI MEDIA SOSIAL INSTAGRAM

Yuniati, Risma (2025) ANALISIS STRATEGI KOMUNIKASI PEMASARAN CAPTAIN BARBERSHOP DALAM MENINGKATKAN BRAND AWARENESS MELALUI MEDIA SOSIAL INSTAGRAM. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study focuses on analyzing the digital marketing communication strategies implemented by Captain Barbershop through Instagram to enhance brand awareness. In the digital era, Instagram serves as a strategic platform for building relationships with consumers through informative, engaging, and trend-appropriate content. This research employs a descriptive qualitative method with a case study approach to identify marketing steps, including goal setting, content planning, and content distribution and evaluation. Based on interviews with the Captain Barbershop marketing team, the study reveals that content combining elements of humor and education effectively attracts the target audience’s attention, particularly Generation Z and millennials. The main strategies implemented include using visuals and audio relevant to meme culture and consistent character themes to build a distinctive brand identity. Additionally, Captain Barbershop conducts unique marketing activities such as the “Razia Ganteng” (Handsome Raid), where the team engages interactively at schools to introduce their services directly. The study results indicate increased engagement and followers as positive indicators of brand awareness built organically through relevant and entertaining content. This research emphasizes the importance of adapting to dynamic audience preferences and leveraging social media to enhance competitiveness in the ever-evolving service industry. The findings are expected to serve as a reference for other businesses in designing effective digital marketing communication strategies on social media. Keyword: Captain Barbershop, Brand Awareness, Instagram

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Captain Barbershop, Brand Awareness, Instagram
Subjects:	Marketing > Branding (Marketing) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Risma Yuniati
Date Deposited:	12 Feb 2025 03:35
Last Modified:	12 Feb 2025 03:35
URI:	https://repository.bakrie.ac.id/id/eprint/11168

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