Pemanfaatan Media Sosial Instagram dalam Strategi Promosi untuk Meningkatkan Brand Awareness
(Studi Kasus pada Gedung Serbaguna Puri Gracia Kota Jambi)
DOI:
https://doi.org/10.71456/sur.v4i2.1898Keywords:
Brand Awareness, Digital Marketing, Instagram Marketing, Service Business, Social Media MarketingAbstract
Perkembangan teknologi digital dan media sosial telah mengubah strategi pemasaran usaha jasa, termasuk dalam membangun brand awareness melalui platform Instagram. Penelitian ini bertujuan untuk mendeskripsikan strategi promosi berbasis Instagram yang diterapkan oleh Gedung Serbaguna Puri Gracia Kota Jambi, menganalisis dampaknya terhadap peningkatan brand awareness, serta mengidentifikasi faktor pendukung dan penghambat implementasinya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Populasi penelitian mencakup pihak pengelola dan pelanggan Gedung Serbaguna Puri Gracia, sedangkan informan dipilih menggunakan purposive sampling yang terdiri atas pemilik atau manajer, admin media sosial, dan pelanggan. Instrumen penelitian meliputi pedoman wawancara mendalam, observasi, dan dokumentasi. Analisis data dilakukan menggunakan model interaktif Miles dan Huberman melalui reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa strategi promosi melalui konten visual yang menarik, konsistensi identitas merek, pemanfaatan fitur Instagram, dan interaksi aktif dengan audiens berhasil meningkatkan pengenalan merek, kepercayaan pelanggan, serta minat menggunakan jasa Puri Gracia. Kesimpulannya, Instagram merupakan media promosi yang efektif untuk meningkatkan brand awareness usaha jasa, meskipun optimalisasinya masih memerlukan peningkatan kompetensi digital, pemanfaatan analitik, dan penguatan strategi konten yang berkelanjutan.
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