Abstract
The purpose of this study is to analyze the marketing communications that have been carried out by PT ABA through social media to raise awareness of the Ladang Lima brand. The object of this research is Ladang Lima Instagram, with the sample being Ladang Lima Instagram followers. The research method used is descryptive quantitative with the Customer Response Index (CRI). The result of this research is the marketing communication carried out by the company through social media Instagram has been effective in growing brand awareness, with a CRI value of 43.25%, this is also supported through analysis of brand awareness at the top of the mind level, the first healthy food brand mentioned by the respondent with the most answers was Ladang Lima. PT ABA lost the most consumer responses in the intention to action stage on the CRI hierarchy of 20.67%, meaning that after seeing marketing communications through Ladang Lima's Instagram, many respondents had the intention to buy Ladang Lima products, but did not actually take the purchase action.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
