COMMUNICATION STRATEGY TO INCREASE BRAND AWARENESS CASE STUDY : ANTRIIN

• Main Author: Rafi, Anwar
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67807
• Institution: Institut Teknologi Bandung

Antriin is a startup company that is only 1 year old that trying to help business owners in carrying out their queuing service operational system. In addition to helping Antriin business owners, Antriin also try to help consumers in queuing online so they can queue anywhere and anytime. When Antriin Company was formed, this company has implemented a product communication strategy using social media platform, but the results have not been optimal because there are several symptoms that can indicate Antriin brand awareness is still low. Symptoms that occur when Antriin performs a product communication strategy through Instagram social media are (1) lack of response to likes and comments from Instagram Antriin followers (2) lack of engagement rate owned by Instagram Antriin. Because of this phenomenon, Antriin needs an insight from various stakeholders to increase the brand awareness of the Antriin company. In this study, researchers conducted a qualitative approach, this data was collected by conducting in-depth interview with 4 types of informant criteria that consist of 10 customer informants, 1 UI/UX experts, 1 marketing expert and 1 company in the similar industry. The data collected were analyzed using manual coding and triangulation with validation trough experts, company and by journal. The results of this study obtained a new reaserch framework where as a new business in the online queue startup industry, the communication strategy does not only in social media activites, but also in application quality such as UI/UX quality and variant of merchant that the service offer. The results of this study are expected to provide a representation of the most effective strategy communication by looking at the experiences of online queuing service users and their expectations of social media activities provided by online queuing service brands.