Abstract
This research aims to identify the marketing communication strategies used by @ezenails in increasing brand awareness through Instagram. This research was conducted using a qualitative approach, through observation, documentation, and interviews. For data validity, triangulation of data sources was used. In addition, a literature review was conducted by reading and analyzing various previous studies or sources that were relevant to the research objectives. The results show that Eze Nails uses the Attention, Interest, Search, Action, and Sharing (AISAS) model of Instagram communication strategy to increase brand awareness. Advertising, events, publicity, public relations, online and social media marketing, mobile marketing, personal selling, and databasedriven direct selling are the additional components of the promotion mix. This research shows that @ezenails has optimally utilized the Instagram platform to build a strong brand image. The application of the AISAS model is proven to be effective in attracting attention, arousing interest, encouraging product searches, directing purchase actions, and encouraging consumers to share positive experiences. This research explores marketing communication strategies through Instagram to increase brand awareness. The focus is on the use of marketing mix, including creative content, interactive features, and collaboration with influencers to build strong relationships with audiences. The research assesses the effectiveness of these techniques in expanding brand reach and increasing brand awareness.
Published Version
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