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Komunikasi Pemasaran Digital @cintarasarestociangsana dalam Menbangun Brand Awareness di Instragram
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.
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