Analisis Strategi Konten Instagram dalam Membangun Brand Awareness Program Lorong Sejarah Kementerian Pertahanan Republik Indonesia

Sungkar, Nazila Nur Fatiha (2022) Analisis Strategi Konten Instagram dalam Membangun Brand Awareness Program Lorong Sejarah Kementerian Pertahanan Republik Indonesia. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The development of social media has encouraged the Ministry of Defense of the Republic of Indonesia to utilize the Instagram account @kemhanri to publicize the Lorong Sejarah Program in order to build brand awareness among the public, particularly Generation Z. This study aims to analyze how the Instagram content strategy is implemented and why the level of brand awareness among the audience and followers of Instagram @kemhanri toward the program is formed. The literature review employed includes the concepts of public relations, social media campaigns, the RACE Model (Research, Action, Communication, Evaluation) by Marston (1963), and the concept of brand awareness by Aaker (1991), with indicators of brand recognition, brand recall, and top of mind. This study uses a descriptive qualitative approach with a case study design. Primary data were obtained through in-depth interviews and observation, while secondary data were derived from documentation of Instagram content. Data processing employed the Miles and Huberman interactive analysis model, comprising data reduction, data display, and conclusion drawing/verification, which was reinforced through data triangulation. The results show that the publication strategy through Instagram has been implemented systematically across the four stages of RACE, and has been able to bring the Lorong Sejarah Program to the brand recognition stage while beginning to move toward brand recall, though it has not yet fully reached the top of mind stage.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	content strategy, Instagram, brand awareness, RACE Model, government public relations
Subjects:	Communication Science > Corporate communication (Komunikasi perusahaan) Communication Science > Public Relations -- Indonesia (Humas di Indonesia) Communication Science > Public Relations (Hubungan masyarakat / Humas) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Akuntansi > Program Studi Ilmu Komunikasi
Depositing User:	Nazila nur fatiha sungkar
Date Deposited:	03 Sep 2026 02:13
Last Modified:	03 Sep 2026 02:13
URI:	https://repository.bakrie.ac.id/id/eprint/14193

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