Management of Instagram social media @Museumwayangbebersekartaji to increase brand awareness as a traditional educational center in Bantul in 2023

Abstract

Instagram is a social media platform that expedites content distribution, including promotional product advertisements. Significantly contributing to the expansion of brand recognition is digital marketing. Digital Integrated Marketing Communication (DIMC) generates a cohesive message by incorporating various marketing components into a digital platform. The Wayang Beber Sekartaji Museum espouses the importance of proficient branding, specifically within education. This research examines how an Instagram account functions as an informational and educational tool for individuals considering a visit to the museum to gain knowledge about the method employed in creating wayang beber using recycled materials. To enhance the rigor of the investigation, this research utilizes a qualitative case study approach and incorporates digital IMC theory, specifically e-WOM and brand awareness. The source of triangulation data is essential for acquiring comprehensive subject information. The utilization of this methodology for overseeing Instagram content fails to deliver messages to their designated demographic. This concern remains pertinent about the historically and technically purchased Wayang Beber merchandise. This research demonstrates how DIMC and E-Wom increase brand awareness on Instagram through an in-depth introduction to Wayang Beber and describing the manufacturing process used to implement movable figurines. Ultimately, they must evaluate the promotion strategy to eradicate irrelevant likes and followers.