Model Komunikasi Pemasaran Terpadu Pada Akun Instagram Oi Coffee And Pastry Di Kota Serang Dalam Membangun Brand Awareness

Abstract

This research aims to explore the integrated marketing communication strategy used on the
Instagram account of Oi Coffee and Pastry in Serang City. This study applies the information
exchange theory to understand how a brand should deliver relevant messages to consumers
through the right communication channels, such as the Instagram account of Oi Coffee and
Pastry. Instagram accounts have become widely used as marketing media among the public for
selling products they create, such as homemade goods. Many consumers prioritize the quality
of the products they purchase to experience personal satisfaction. Data collection techniques
were conducted through observation, interviews, and documentation. The results of this study
indicate that by implementing the elements of Integrated Marketing Communication through
Instagram, it can be considered successful, as evidenced by the increase in the number of
visitors and followers on the Instagram account.