Ameera Ayudia Tsabitha Primary Author mixed material bibliography BEKASI Universitas Satya Negara Indonesia 2025 id Indonesia

Text

This research aims to analyze the brand awareness of the Instagram account of Resto Cinta Rasa Ciangsana. Ciangsana Restaurant faces dynamic challenges in the culinary industry. The intense competition among restaurants and other food service providers demands the need for effective strategies to differentiate their products and services. The researcher uses the theoretical framework of Integrated Marketing Communication (IMC). Integrated Marketing Communication (IMC) is a marketing approach that emphasizes the importance of coordinating various communication channels so that the message delivered to consumers is received consistently, clearly, and convincingly in relation to the company and the products or services it offers. The researcher employs a qualitative research approach. Qualitative research is used to study subjects in their natural setting, where the researcher acts as the key instrument. Data collection techniques include interviews, surveys, observations, and documentation. Data analysis is inductive in nature, and qualitative research emphasizes the meaning behind the findings rather than generalization. This research focuses on the Instagram account @cintarasarestociangsana as the main subject in analyzing the digital marketing communication strategies used by Cinta Rasa Resto Ciangsana in building brand awareness. This account serves as the primary digital channel managed by the restaurant’s internal team to reach the target audience through various visual content, promotional narratives, and two-way interactions with consumers. The research examines the digital marketing communication strategies implemented by the Instagram account @cintarasarestociangsana in building brand awareness within the competitive culinary industry. Through a qualitative approach and data collection methods such as interviews, observations, documentation, and questionnaires, it was found that the strategic and consistent use of Instagram is the key to strengthening brand awareness. The account effectively utilizes various Instagram features such as feed, stories, reels, and highlights to deliver brand messages, build two-way interactions, and enhance customer engagement and loyalty. Ameera Ayudia Tsabitha Instagram Brand Awareness Komunikasi Pemasaran Digital Strategi Konten Industri Kuliner IKOM 2025 Institutional Repository USNI Universitas Satya Negara Indonesia IKOM 2025 8250308 Perpustakaan USNI Kampus B (SKRIPSI) IKOM 2025 Komunikasi Pemasaran Digital @cintarasarestociangsana dalam Menbangun Brand Awareness di Instagram 4369 2025-09-25 16:57:44 2025-09-25 16:58:20 machine generated