Cherylian, Vanessa (2025) Strategi Sosial Media Marketing GAGA 100 Extra Pedas Dalam Membangun Brand Awareness. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The shift in marketing strategies toward digital platforms has encouraged industries to utilize social media as a key promotional tool. GAGA 100 Extra Pedas, an instant noodle brand, has adopted Instagram to build its brand awareness. However, the brand’s Top Brand Index score of 4.20% indicates a relatively low level of brand awareness. This study aims to describe the social media marketing strategy of GAGA 100 Extra Pedas in building brand awareness, analyzed through The Circular Model of Some by Regina Luttrell. This research employs a qualitative method with data collected through interviews, observation, and documentation. The findings reveal that the Instagram strategy of @gaga100extrapedas in the Share aspect involves structured content creation, audience engagement through reposting Instagram Stories, and efforts to build trust—though the absence of a verified badge remains a limitation. In the Optimize aspect, the brand effectively follows current trends but still lacks transparency in two-way communication. In the Manage aspect, regular content evaluations are conducted, though response speed to audience feedback needs improvement, and real-time interaction is not prioritized, as it has been shifted to other platforms. In the Engage aspect, collaboration with Liquid successfully captured audience interest, whereas hard-selling content featuring Tanboy Kun proved less effective.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Perubahan strategi pemasaran ke ranah digital mendorong industri memanfaatkan sosial media. GAGA 100 Extra Pedas sebagai industri mie instan telah memanfaatkan Instagram untuk membangun brand awareness. Namun, angka perolehan Top Brand Index sebesar 4,20% menunjukkan bahwa tingkat brand awareness GAGA 100 Extra Pedas masih tergolong rendah. Penelitian ini bertujuan untuk mendeskripsikan bagaimana strategi sosial media marketing GAGA 100 Extra Pedas dalam membangun brand awareness yang dianalisis dengan The Circular Model of Some dari Regina Luttrell. Metode penelitian yang digunakan adalah kualitatif dengan pengumpulan data berupa wawancara, observasi, dan dokuementasi. Hasil penelitian menjelaskan bahwa strategi sosial media Instagram @gaga100extrapedas pada aspek Share telah terlibat dalam pembuatan konten yang terstruktur, membangun hubungan dengan audiens melalui repost Instagram story, dan membangun kepercayaan yang masih harus ditingkatkan dari penggunaan verified badge. Pada aspek Optimize telah optimal dalam mengikuti trend dan masih harus meningkatkan transparansi dalam komunikasi dua arah. Pada aspek Manage telah mengevaluasi konten secara rutin, kecepatan menanggapi respons audiens yang masih perlu ditingkatkan, dan berinteraksi secara real time yang tidak dilakukan karena telah dialihkan ke platform lain. Pada aspek Engage berkolaborasi dengan Liquid lebih menarik perhatian audiens dibandingkan konten kolaborasi bersifat hard selling dengan Tanboy Kun. | ||||||
| Uncontrolled Keywords: | Brand Awareness, Instagram, Sosial Media Marketing. | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs vanesa cherylian | ||||||
| Date Deposited: | 12 Sep 2025 03:57 | ||||||
| Last Modified: | 12 Sep 2025 03:57 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54470 |
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