Analisis Daya Tarik Pesan Dan Gaya Eksekusi Dalam Komunikasi Promosi Brand Untuk Menjangkau Audiens Gen Z (Studi Kasus Akun Instagram @cretivox)

Alishia, Alishia (2025) Analisis Daya Tarik Pesan Dan Gaya Eksekusi Dalam Komunikasi Promosi Brand Untuk Menjangkau Audiens Gen Z (Studi Kasus Akun Instagram @cretivox). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study analyzes the promotional communication strategy of the Cretivox Instagram account in reaching Generation Z audiences, focusing on message appeal and execution style. The development of social media, particularly Instagram, has transformed how brands interact with their audiences, where visually appealing, authentic, and interactive content becomes key to attracting young users’ attention. Generation Z, as active social media users, tends to respond to brands that deliver relevant, creative messages aligned with their values and lifestyle. This research employs a case study method with a descriptive qualitative approach through content observation, documentation, and supporting literature. The findings show that Cretivox optimizes Physical Appeal, Visual Appeal, and Personality Appeal to build brand image. Visual Appeal is reflected through consistent color schemes, modern design, and high production quality, while Personality Appeal is demonstrated through a casual, friendly, humorous, and inclusive communication style. Cretivox also applies various execution styles such as Animation, Slice-of-life, Testimonial, Authoritative, Demonstration, Fantasy, Informative, and Storytelling. The synergy between message and execution creates content that is not only visually attractive but also builds emotional connections, increases engagement, and strengthens brand awareness. The success of Cretivox lies in the consistent integration of messages, physical and personality appeal, and relevant execution variations. This strategy effectively reaches Generation Z, maintains loyalty, and serves as a model for adaptive promotional communication in the digital era.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Promotional communication, message appeal, execution style, Gen Z, Instagram, Cretivox
Subjects:	Business > Advertising Management > Business Plan > Business > Advertising Marketing > Advertising Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Alishia Alishia
Date Deposited:	24 Sep 2025 02:20
Last Modified:	24 Sep 2025 02:20
URI:	https://repository.bakrie.ac.id/id/eprint/12333

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