THE USE OF INSTAGRAM AS A SOCIAL MEDIA PLATFORM FOR BRANDING OF RESPARKING (PARKING OPERATOR BY KAI SERVICES)

• Main Author: Levi Fajriawan, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87139
• Institution: Institut Teknologi Bandung

This research explores the role of Instagram as a social media platform in enhancing brand visibility and engagement, with a focus on Resparking, a parking management brand under PT Reska Multi Usaha (KAI Services), a subsidiary of PT Kereta Api Indonesia (Persero). The study highlights Instagram's potential to boost brand awareness and customer engagement, particularly in Indonesia, where the platform is widely used. Given the visually driven nature of Instagram, it offers businesses a unique opportunity to connect with audiences through compelling visual narratives. The study addresses the challenges faced by Resparking, including low brand awareness and the insufficient use of social media for promotion. Through a comprehensive analysis, the research assesses the effectiveness of Instagram as a branding tool for Resparking, proposing that increased and strategically crafted Instagram activity can lead to higher brand recognition and customer engagement. The research objectives include evaluating Instagram's impact on brand visibility and providing recommendations for enhancing Resparking's social media presence. Methodologically, the research employs both qualitative and quantitative approaches, including customer surveys, social media analytics, and case studies. The findings are expected to show that consistent, visually appealing content on Instagram can significantly improve customer perceptions of the brand, leading to increased loyalty and revenue. This study contributes to the broader field of social media marketing by offering insights into how Instagram can be effectively used as a branding tool in the context of parking management services.