Dewi, Ni Komang Mayang Saptariyasa (2025) Penerapan Digital Marketing dalam Meningkatkan Brand Awareness melalui Perancangan Website Berbasis Wordpress dan Penggunaan Instagram Ads (Studi Kasus: Ulu Fats). Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The MSME Ulu Fats has experienced a decline in the number of customers since its second month of operation, indicating a low level of brand awareness. This final project aims to enhance Ulu Fats' brand awareness through the implementation of digital marketing strategies, including the development of a WordPress-based website and the execution of Instagram Ads campaigns. The research employed a Research and Development (R&D) method with a Design Thinking approach, consisting of five stages: Empathize, Define, Ideate, Prototype, and Test. The website was designed to function as a professional and informative promotional media, evaluated through User Acceptance Testing (UAT) by the owner and digital marketing experts, and the Technology Acceptance Model (TAM) by users using the indicators of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU). Two Instagram Ads campaigns were conducted with different content types and evaluated through insights such as reach, engagement, and profile visits. The results showed that the website achieved 95% scores for both PU and PEOU (categorized as very good), while Instagram Ads increased followers from 267 to 607. These findings demonstrate that digital marketing strategies through website development and Instagram Ads have contributed positively to increasing brand awareness for Ulu Fats.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Digital Marketing, Brand Awareness, Website, Instagram Ads, MSME
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Ni Komang Mayang Saptariyasa Dewi
Date Deposited: 26 Aug 2025 11:35
Last Modified: 26 Aug 2025 11:35
URI: https://repository.pnb.ac.id/id/eprint/17580

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