MARKETING MIX IN BUILDING BRAND IMAGE VIA INSTAGRAM
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Abstract
With the increase in internet users every year, there are many impacts, one of which is online business which continues to increase. The online business system is easier to do because it doesn't incur large costs, it only requires a good internet connection as initial capital. The purpose of this research is to find out the digital marketing communications used by Basic Materials in building a brand image. The theory in this research is marketing communication. The research method in this study uses a descriptive qualitative approach. The research data obtained came from interviews, observations, literature studies, the internet, and documentation. The results of this study indicate that digital marketing communications Basic Materials in building a brand image use marketing mix components that are interrelated to one another. The form of marketing carried out is through bazaar activities, which aim to introduce brands by displaying products directly. Brand image is the consumer's response to a brand, easy-to-remember brand names are one of the consumer's interests, besides that based on the products and prices displayed accordingly, and good customer service.
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