Wibowo, Muhamad Rifqi Satrio Hadi (2024) THE USE OF INSTAGRAM, AT SOTO BANGKONG PAKUBUWONO FOR BRANDING. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This research aimed to identify Analyze the use of social media Instagram
@sotobangkongpakubuwono for building brand awareness (brand loyalty). This
research was conducted at Soto Bangkong Pakubuwono Restaurant, Jakarta, where
this restaurant has implemented online promotions since 2018 via Instagram
@sotobangkongpakubuwono. This research is descriptive qualitative research.
Researchers used new media theory guidelines in conducting research and the
results of the research were the use of Instagram media. In this research, the
researcher used 1 key informant, namely the owner of Soto Bangkong Pakubuwono
Restaurant, Jakarta, 1 main informant, namely the employee/admin who manages
Instagram @sotobangkongpakubuwono, and 3 supporting informants, namely Soto
Bangkong Pakubuwono customers.
The results of this research concluded that the use of Instagram by
@SotoBangkongPakubuwono is highly effective in building brand awareness and
recognition among its audience. The majority of respondents showed strong
engagement with the content, indicating that Soto Bangkong has successfully
created an emotional connection with its customers and built a reputation for
quality. However, there is room for further strengthening the emotional bond with
some audience members who have not yet fully engaged. Additionally, diversifying
the content will help expand the brand’s reach and involvement with a broader
audience. Overall, Instagram has proven to be a powerful tool for raising Soto
Bangkong Pakubuwono’s brand awareness.
Keywords:Instagram, New Media, Branding, Brand awareness
277 Kom 2024

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