Strategi Pengembangan Brand Awareness Sayuran Hidroponik Melalui Instagram PT Pagi Berkah Berjamaah

Abstract

ABSTRAK TAMARA FRANSISKA MURDANA. Strategi Pengembangan Brand Awareness Sayuran Hidroponik Melalui Instagram Pada PT Pagi Berkah Berjamaah. Dibimbing oleh HERMAWAN WANA. Sayuran hidroponik merupakan yang dibudi dayakan oleh PT Pagi Berkah Berjamaah, memiliki permasalahan rendahnya penjualan dibandingkan produksinya dan tingkat brand awareness yang belum optimal. Tujuan penelitian merumuskan strategi bauran pemasaran yang tepat melalui media sosial instagram. Penelitian dilakukan pada bulan November 2023 hingga Maret 2024 berlokasi di Kota Bogor, Jawa Barat. Berdasarkan analisis bauran pemasaran 4c menghasilkan nilai rata-rata 82%, brand awareness nilai rata-rata 85%, Rsquare 73,2% yang artinya bauran pemasaran berpengaruh terhadap brand awareness penjualan sayuran hidroponik. Analisis finansial yang dinyatakan layak karena R/C rasio >1 dan meningkat 0,58. Rumusan strategi yang akan diimplementasikan oleh PT Pagi Berkah Berjamaah dalam membangun brand awareness diantaranya, co-creation, currency, communal activation, dan conversation serta melakukan content scheduling, contect creation, storytelling, interaction with instagram users, dan instagram ads. Kata kunci: Brand awareness, instagram, pemasaran 4C, sayuran hidroponik

ABSTRACT TAMARA FRANCISKA MURDANA. Developing Brand Awareness Strategy of Hydroponic Vegetables via Instagram at PT Pagi Berkah Berjamaah. Supervised by HERMAWAN WANA. Hydroponic vegetables, which are cultivated by PT Pagi Berkah Berjamaah, have problems with low sales compared to production and a level of brand awareness that is not yet optimal. The research objective is to formulate an appropriate marketing mix strategy through Instagram social media. The research was conducted from November 2023 to March 2024 located in Bogor City, West Java. Based on the 4c marketing mix analysis, it produces an average value of 82%, brand awareness an average value of 85%, Rsquare 73,2%, which means the marketing mix influences brand awareness of hydroponic vegetable sales. The financial analysis was declared feasible because the R/c ratio was >1 and increased by 0.58. The strategy formulation that will be implemented by PT Pagi Berkah Berjamaah in building brand awarenessn includes, co-creation, currency, communal activation, and conversation as well as carrying out content scheduling, contact creation, storytelling, interaction with Instagram users, and Instagram ads. Keywords: 4C marketing, brand awareness, hydroponic vegetables, instagram.