Pengelolaan Asosiasi Citra Merek "XCD Wedding Services" Pada Media Sosial Instagram

Dewi, Cut Mursiyah (2023) Pengelolaan Asosiasi Citra Merek "XCD Wedding Services" Pada Media Sosial Instagram. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

Instagram, as a popular social media platform, has become a significant avenue for various businesses, including wedding organizers in major cities, to promote themselves and build a strong brand image. This research aims to analyze the managing used by "XCD wedding services" in brand image association through Instagram. Employing a qualitative approach and involving seven informants and one key informant, data was collected through in-depth interviews and observations. The research findings reveal that "XCD wedding services" adopts several relevant strategies tailored to their target audience and business objectives. Overall, this study concludes that "XCD wedding services" effectively manages their brand image through Instagram. The implementation of various strategies, including maintaining content consistency, highlighting team expertise, building credibility and trust, and leveraging Instagram features, has assisted "XCD wedding services" in creating an appealing and trendy brand image on the social media platform. These findings emphasize the importance of employing appropriate strategies in managing brand image association on the Instagram platform, especially for wedding organizer businesses.

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