RISALATUL INAYAH, IKA (2024) KREATIVITAS KONTEN INSTAGRAM @SUSHIGO_ID DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The tight competition requires business actors to be more aggressive in creating marketing communication strategies that are more creative, superior and innovative than competitors by creating content that can attract the attention of Instagram users. The rise of the use of Instagram as a promotional media demands the importance of the creativity of the content production team that is able to attract the attention of Instagram users. One of the businesses in the culinary field that uses content creativity in increasing brand awareness through Instagram is the Sushi Go restaurant by Hiro Group Indonesia. Researchers are interested in examining how Sushi Go's creative content production process increases brand awareness. This research uses a qualitative approach with a case study research method and Creativity Theory (Preparation, Incubation, Illumination and Verification) by Graham Wallas. Data collection techniques are observation, interview and documentation. The results of the study explain the beginning of content creativity on Instagram Sushi Go because of the development of social media today, people are not only interested in uploading promo content, but how a brand strategy can promote and communicate the products it offers. Sushi Go's Instagram content creativity process is based on four stages. First, the preparation stage, which involves conducting research and gathering information related to creative content ideas that are relevant to Sushi Go's branding. Second, the incubation stage, where the production team takes a break from searching for information by doing other activities in an effort to generate new creative ideas. Third, the enlightenment stage (Illumination) the production team in this case found a creative idea that was relevant to the needs. Fourth, the implementation stage (Verification) in Sushi Go's creative content production involves evaluating and refining the idea until the content plan is approved to be visualized. The constraints of Sushi Go's creative content production are when scheduling the agenda to shoot the content directly, the content production team does not get any creative ideas at all when looking for inspiration and references, as well as constraints on the content visualization approval process and the process of scheduling uploaded content so that it does not coincide with other applicable promos.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor KANIA KURNIAWATI, NIA 197907082002122002 Thesis advisor ZAKARIA, ZAKARIA 198612282022031003
Additional Information:	Ketatnya persaingan menuntut pelaku usaha harus lebih gencar membuat strategi komunikasi pemasaran yang lebih kreatif, unggul dan inovatif dibandingkan kompetitor dengan menciptakan konten yang dapat menarik perhatian pengguna instagram. Maraknya penggunaan Instagram sebagai media promosi menuntut pentingnya kreativitas tim produksi konten yang mampu menarik perhatian pengguna Instagram. Salah satu pelaku bisnis di bidang kuliner yang menggunakan kreativitas konten dalam meningkatkan brand awareness melalui Instagram ialah restoran Sushi Go by Hiro Group Indonesia. Peneliti tertarik untuk meneliti bagaimana proses produksi konten kreatif Sushi Go dalam meningkatkan brand awareness. Penelitian menggunakan pendekatan kualitatif dengan metode penelitian studi kasus dan Teori Kreativitas (Preparation, Incubation, Illumination dan Verification) oleh Graham Wallas. Teknik pengumpulan data observasi, wawancara dan dokumentasi. Hasil Penelitian menjelaskan awal mula kreativitas konten pada Instagram Sushi Go karena perkembangan media sosial saat ini, masyarakat tidak hanya tertarik dengan unggahan mengenai konten promo, namun bagaimana strategi suatu merek dapat mempromosikan dan mengkomunikasikan produk yang ditawarkannya. Proses kreativitas konten Instagram Sushi Go berdasarkan empat tahap. Pertama, tahap persiapan (preparation) yaitu melakukan riset dan mengumpulkan informasi terkait ide konten kreatif yang relevan dengan branding Sushi Go. Kedua, tahap pematangan masalah (incubation) tim produksi mengistirahatkan pikiran sejenak dari pencarian informasi dengan melakukan kegiatan lainnya dalam upaya menimbulkan ide kreatif baru. Ketiga, tahap pencerahan (Illumination) tim produksi dalam hal ini menemukan ide kreatif yang relevan dengan kebutuhan. Keempat, tahap pelaksanaan (Verification) dalam produksi konten kreatif Sushi Go melibatkan evaluasi dan penyempurnaan ide hingga rencana konten tersebut disetujui untuk divisualisasikan. Kendala produksi konten kreatif Sushi Go ialah saat menjadwalkan agenda untuk shoot konten secara langsung, tim produksi konten tidak mendapatkan ide kreatif sama sekali ketika mencari inspirasi dan referensi, serta kendala pada proses persetujuan visualisasi konten dan proses penjadwalan konten yang diunggah agar tidak bersamaan dengan promo lainnya yang berlaku.
Uncontrolled Keywords:	Creativity, Instagram Content, Marketing Communication, Brand Awareness Kreativitas, Konten Instagram, Komunikasi Pemasaran, Brand Awareness.
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik
Depositing User:	Ika Risalatul Inayah Sri Suyanti
Date Deposited:	16 Aug 2024 14:22
Last Modified:	16 Aug 2024 14:22
URI:	http://eprints.untirta.ac.id/id/eprint/40798

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