Strategi Digital Marketing dalam Membangun Brand Awareness melalui Instagram Dixie Art Space

Abstract

Instagram menjadi salah satu media digital marketing yang banyak dimanfaatkan untuk membangun brand awareness melalui penyampaian konten visual yang menarik dan interaktif. Dixie Art Space sebagai ruang seni dan kreatif memanfaatkan Instagram sebagai media utama promosi meskipun belum memiliki tim digital marketing khusus. Penelitian ini bertujuan menganalisis strategi digital marketing yang diterapkan melalui Instagram serta implementasinya dalam membangun brand awareness. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui observasi, wawancara semiterstruktur, dan dokumentasi, dengan uji keabsahan data melalui triangulasi teknik. Hasil penelitian bahwa strategi digital marketing yang diterapkan meliputi content marketing, social media marketing, dan influencer marketing, sedangkan search engine optimization (SEO) dan paid advertising belum diterapkan. Ketiga strategi tersebut berhasil meningkatkan interaksi dengan audiens, memperkuat pengenalan merek, dan menempatkan Dixie Art Space pada tingkat top of mind. Dengan demikian, strategi digital marketing melalui Instagram berperan penting dalam membangun brand awareness Dixie Art Space.

Instagram has become a widely used digital marketing channel for building brand awareness through the delivery of engaging and interactive visual content. Dixie Art Space, an art and creative hub, utilizes Instagram as its primary promotional medium, despite not yet having a dedicated digital marketing team. This study aims to analyze the digital marketing strategies implemented via Instagram and their role in building brand awareness. A qualitative method with a descriptive approach was employed. Data were gathered through observation, semi-structured interviews, and documentation, with data validity ensured through technique triangulation. The findings reveal that the digital marketing strategies implemented include content marketing, social media marketing, and influencer marketing, whereas search engine optimization (SEO) and paid advertising have not yet been adopted. These three strategies successfully increased audience interaction, strengthened brand recognition, and positioned Dixie Art Space at a "top-of-mind" level. Thus, digital marketing strategies via Instagram play a crucial role in building brand awareness for Dixie Art Space.