CYBER BRANDING ARD SPORT SRAGEN MELALUI AKUNINSTAGRAM @ardsport_jerseyprinting DALAM MENINGKATKAN BRANDAWARENESS

Abstract

The jersey printing industry in Indonesia is growing rapidly in line with increasing market demand for products with unique designs and personalization. One of the most effective platforms used is social media, particularly Instagram. In this case, brand awareness is the key to increasing brand visibility and appeal on this platform. Therefore, this study aims to determine how ARD Sport's cyber branding strategy through its Instagram account @ardsport_jerseyprinting increases brand awareness. The subject of this study is ARD Sport as a brand. The object of this study is ARD Sport Sragen's cyber branding through its Instagram account. This study uses a qualitative descriptive research method. The data collection techniques used are observation, interviews, and documentation. The data validity technique uses data source triangulation. The data analysis techniques used are data collection, data reduction, data presentation, and drawing conclusions. The theory used is Deirdre Breakenridge's three “I” theory, which includes information, interactivity, and instinct. The results of the study show that ARD Sport, in its efforts to increase brand awareness through online media, strives to provide information that includes jersey catalogs, collaborative activities, events, and special messages.