Online Promotion Strategy in Increasing Brand Awareness of Bintang Baby Newborn through Instagram Account in 2022-2023

Abstract

Modernisation is bringing about significant changes in the way individuals communicate and interact. Social media platforms provide a strategic platform for companies to communicate and conduct online promotional activities, one of which is Instagram. In an effort to introduce their brand to the wider community, many companies mainly conduct their promotional activities on Instagram social media. For example, Bintang Baby Newborn, a photo studio company in Yogyakarta, uses Instagram as a promotional venue to increase brand awareness. The purpose of this research is to find out the online promotion strategy that Bintang Baby Newborn has implemented through its Instagram to increase brand awareness in 2022-2023. This research method is descriptive qualitative. The theory used in this research is the theory of promotion mix and brand awareness. The data obtained in this research is through interviews and documentation. The findings of this study show that the online promotion strategy used by Bintang Baby Newborn to increase brand awareness through its Instagram in 2022-2023 is sales promotion, which is an element of promotion mix. The strategy takes the form of offering affordable prices such as savings packages and seasonal promotions by utilizing Instagram features to increase brand awareness such as feeds, reels, stories and highlights. E-WOM indicates the engagement rate of Bintang Baby Newborn (2.73%), which refers to the level of brand awareness in brand recognition. Thus, the online promotion strategy implemented by Bintang Baby Newborn to increase brand awareness on their Instagram social media in 2022 - 2023 has a positive impact on the level of brand awareness.