Utilization of Social Media Marketing Through Content on Instagram in Efforts to Improve the Brand Image of AK Riau Organic Chicken
DOI:
https://doi.org/10.55227/ijerfa.v2i3.67Keywords:
Social Media Marketing; Content on Instagram; the Brand ImageAbstract
This research aims to determine the use of social media marketing through content on Instagram in an effort to improve the Brand Image of AK Riau Organic Chicken. This research uses a quantitative approach and is reinforced with qualitative data to enrich the analysis. The results of the research show that the use of Instagram in an effort to improve the brand image of AK Riau organic chicken, namely: 1) Good background design, color selection and layout ultimately creates a good psychological response to the brand image of AK Riau organic chicken. 2) Promotion. This is one of the activities that aims to influence consumers to know and understand the product or service so that interest in buying the goods or services arises, 3) consumer characteristics are factors that exist within a person and influence consumer behavior in purchasing a product. or services. Based on a consumer survey at AK Riau Organic Chicken, it can be explained that 55% of people got information about AK Riau Organic Chicken from Instagram media, 25% of people got information from other people and 20% of people got information from Facebook. 4) The level of attractiveness of the message. The attractiveness of the message that can be seen from the promotional activities of "AK Riau Organic Chicken" includes the attractiveness of the profile photo, the quality of the uploaded photo, the attractiveness of the uploaded photo, the choice of color in the content, the attractiveness of the use of captions, and the use of hashtags.
References
Angkie, N. S. 2019. Pengaruh Social Media Marketing Terhadap Brand Equity Pada Brand Fashion Zara, H&M, Pull&Bear, Dan Stradivarius Di Surabaya. Agora, 7(1).
Ghyanti. Khari Faradiba. 2016. Efektivitas Promosi Produk Organik “Bee Organic. Food” Melalui Media Sosial Instagram. Bogor: InstitutPertanian Bogor
Khorniawati, M. 2014. Produk Pertanian Organik Di Indonesia: Tinjauan Atas Preferensi Konsumen Indonesia Terhadap Produk Pertanian Organik Lokal. Journal Studi Manajemen, 8(2), 171–182.
Kurniawan, Aris. 2015. 13 Pengertian Analisis Menurut Para Ahli di Dunia. Tersedia di: http://www.gurupendidikan.co.id/13-pengertian-analisismenurut-para-ahli-didunia/.
Lustono, L. 2020. Pengaruh Media Promosi Digital atau Online dan Viral Marketing terhadap Kepitusan Pembelian Pada Belanjadolo Online Shop Di Kecamatan Banjarnegara. Medikonis, 20(1), 11–24.
Morissan. 2010. Periklanan komunikasi pemasaran terpadu, Jakarta : Penerbit. Kencana.
Nandaryani, N. W., Santosa, N. A., & Putra, I. P. D. A. 2021. Analisis desain konten instagram sebagai strategi promosi@ sayurboxbali. SENADA (Seminar Nasional Manajemen, Desain Dan Aplikasi Bisnis Teknologi), 4, 407–415.
Nikijuluw, G. M. E., Rorong, A. J., & Londa, V. 2020. Perilaku Masyarakat Di Era Digital (Studi Di Desa Watutumou Iii Kecamata Kalawat Kabupaten Minahasa Utara). Jurnal Administrasi Publik, 6(92).
Paramitha, H., & Doho, Y. D. B. 2021. Pengaruh Konten Instagram Ads@Luxebarbershop Terhadap Peningkatan Brand Awareness. Journal of Research on Business and Tourism, 1(2), 119–127. https://doi.org/10.37535/104001220213
Putri, E. 2013. Aplikasi Instagram sebagai Media Komunikasi Pemasaran Online Shop. Skripsi.
Singarimbun, M. 2006. Metode penelitian Survei. Jakarta. LP3ES.
Sucipto, A., & Jadmiko, P. 2022. PENGARUH DIMENSI MARKETING COMMUNICATION ADVERTISING TERHADAP PERCEIVED ADVERTISING VALUE IKLAN TOKOPEDIA DI MEDIA SOSIAL (Studi Puspasari & Hadithya JMBK, Vol. 4, No. 2, Oktober 2023 252 Pada Generasi Z di Kota Padang). Abstract of Undergraduate Research, Faculty of Economics, Bung Hatta University, 21(2), 1–2.
