Proceedings of the International Conference on Social and Politics (ICSP 2023)

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The Impact of Instagram's Social Media Marketing Activity Strategy on PT Astra Motor's Selatan Sulawesi Brand Awareness

Authors
Ian Bonita1, *, Tuti Bahfiarti1, Alem Febri Sonni1
1Departement of Communication Science, Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: ianbonita1999@gmail.com
Corresponding Author
Ian Bonita
Available Online 19 January 2024.
DOI
10.2991/978-2-38476-194-4_15How to use a DOI?
Keywords
social media marketing; Instagram; brand awareness
Abstract

In a company that provides a product or service, marketing is very important. Marketing is now no longer done traditionally but has used new media such as the Internet to do advertising. Social media marketing is used by business owners and companies to strengthen brand awareness and increase purchase intention for a product. In increasing its brand awareness, of course, a company must have a plan or strategy. This is the background of this research, namely to find out the impact of Instagram's social media marketing activity strategy on PT Astra Motor South Sulawesi's brand awareness. Where this study will use data collection through interviews. Based on the results of the research that the strategy of social media marketing activities had an impact on increasing Brand awareness of PT Astra Motor Sulsel by 4% in one year based on the results of the research that the Instagram social media activity strategy also had an influence on sales, especially through Instagram Direct Messages, namely an increase of 20% in within the past one year.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Social and Politics (ICSP 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 January 2024
ISBN
10.2991/978-2-38476-194-4_15
ISSN
2352-5398
DOI
10.2991/978-2-38476-194-4_15How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ian Bonita
AU  - Tuti Bahfiarti
AU  - Alem Febri Sonni
PY  - 2024
DA  - 2024/01/19
TI  - The Impact of Instagram's Social Media Marketing Activity Strategy on PT Astra Motor's Selatan Sulawesi Brand Awareness
BT  - Proceedings of the International Conference on Social and Politics (ICSP 2023)
PB  - Atlantis Press
SP  - 137
EP  - 145
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-194-4_15
DO  - 10.2991/978-2-38476-194-4_15
ID  - Bonita2024
ER  -