Marketing Communication Strategy using Instagram Social Media in Increasing Brand Awareness of JogjaKita
Abstract
Technological advances give many changes to people's behavior. The ease of accessing the internet certainly provides benefits for its users. This progress also plays a role in the development of transportation technology towards the modern transportation business by involving the sophistication of applications in the digital world. This research discusses how the marketing communication strategy using social media instagram in increasing brand awareness of JogjaKita. This research uses a qualitative descriptive approach with data collection methods through interviews, documentation, and literature studies. The results of this research show that JogjaKita does promotion by: advertising, sales promotion, public relations, event and experience, direct marketing, interactive marketing, word of mouth. And JogjaKita is currently at the level of brand recognition.
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DOI: https://doi.org/10.12928/sylection.v4i1.18788
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