Evaluasi Instagram Marketing dalam Meningkatkan Brand Awareness pada Layanan Katering Akikah Bens Farm

Abstract

Persaingan pada layanan katering akikah di Jabodetabek sangat ketat, khususnya pada Instagram sebagai platform pemasaran. Salah satunya, Bens Farm yang perlu meningkatkan brand awareness agar dapat menarik lebih banyak pelanggan potensial. Penelitian ini bertujuan untuk menganalisis segmenting, targeting, dan positioning, mengevaluasi Instagram marketing, menganalisis tingkat brand awareness dan pengelolaan social media, dan memberikan rekomendasi Instagram marketing untuk mengoptimalkan brand awareness. Metode penelitian yang digunakan adalah analisis deskriptif. Evaluasi Instagram marketing dilakukan melalui faktor pembangun brand awareness. Skala likert digunakan untuk mengukur tingkat brand awareness menggunakan piramida brand awareness dan pengelolaan social media pada Instagram Bens Farm. Hasil penelitian menunjukkan bahwa brand awareness Bens Farm hanya berada di tingkat cukup dan pengelolaan social media Instagram Bens Farm baik. Rekomendasi yang dihasilkan adalah influencer marketing, viral marketing, optimasi SEO, interaksi dengan audiens, copywriting, fleksibel dalam content planning, dan user-generated content (UGC).

The competition in the aqiqah catering services in the Jabodetabek area is highly intense, particularly on Instagram as a marketing platform. One such business, Bens Farm, needs to enhance its brand awareness to attract more potential customers. This study aims to analyze the segmenting, targeting, and positioning, evaluate Instagram marketing, analyze the level of brand awareness and social media management, and provide Instagram marketing recommendations to optimize brand awareness. The research method used is descriptive analysis. The evaluation of Instagram marketing is conducted through brand awareness-building factors. Likert scale is used to measure the level of brand awareness using the brand awareness pyramid and the social media management on Bens Farm’s Instagram. The research findings indicate that Bens Farm’s brand awareness is only at a moderate level, while its social media management on Instagram is good. The recommendations include influencer marketing, viral marketing, SEO optimization, audience interaction, copywriting, flexibility in content planning, and user-generated content (UGC).