{
      "date_type": "published",
      "creators": [
        {
          "name": {
            "honourific": null,
            "family": "Oktavian",
            "lineage": null,
            "given": "Nada Krisyifa"
          },
          "nim": "20.96.2009"
        }
      ],
      "type": "thesis",
      "eprint_status": "archive",
      "userid": 12,
      "eprintid": 32795,
      "status_changed": "2026-09-16 03:58:19",
      "subjects": [
        "300.300.302"
      ],
      "date": "2026-02-18",
      "abstract": "Museum Benteng Vredeburg Yogyakarta memanfaatkan media sosial Instagram\r\nsebagai sarana komunikasi pemasaran dalam meningkatkan awareness masyarakat\r\ndengan mengacu pada teori Model AIDA (Attention, Interest, Desire dan Action).\r\nMedia sosial Instagram disebut sebagai media paling strategis yang mampu\r\nmemenuhi kebutuhan promosi, komunikasi serta interaksi dengan pengguna\r\nlainnya. Museum menjadikan Instagram sebagai media utama dalam\r\nmenyampaikan informasi, membangun keterikatan dengan pengguna serta\r\nmemperluas jangkauan publik di media sosial. Penelitian ini menggunakan metode\r\npenelitian deskriptif kualitatif dengan pendekatan studi kasus (case study), data\r\ndikumpulkan melalui wawancara mendalam kepada staff publikasi museum dan\r\npengunjung serta followers Instagram museum, disertai observasi dan dokumentasi\r\nkonten Instagram. Hasil penelitian menunjukkan bahwa strategi komunikasi\r\npemasaran yang diterapkan secara sistematis melalui tahapan Model AIDA, diawali\r\ndengan menarik perhatian (attention), menciptakan minat (interest), kemudian\r\nberkembang menjadi keinginan (desire), sampai akhirnya timbul tindakan (action).\r\nPenggunaan visual yang tepat, konsistensi ungahan, serta penggunaan call to action\r\nmampu memperluas jangkauan museum di media sosial, sehingga brand awareness\r\nyang berbasis the awareness pyramid dapat terbentuk dibenak masyarakat.",
      "lastmod": "2026-09-16 03:58:19",
      "department": "Fakultas Ekonomi & Sosial",
      "thesis_type": "bachelor",
      "keywords": "Komunikasi Pemasaran, Teori Model AIDA, Brand Awareness,\r\nIntsagram, Studi Kasus, Marketing Communication, AIDA Model, Case Study.",
      "uri": "http:\/\/eprints.amikom.ac.id\/id\/eprint\/32795",
      "rev_number": 14,
      "institution": "Universitas AMIKOM Yogyakarta",
      "contributors": [
        {
          "name": {
            "given": "Nurfian",
            "lineage": null,
            "family": "Yudhistira",
            "honourific": null
          }
        }
      ],
      "dir": "disk0\/00\/03\/27\/95",
      "datestamp": "2026-09-16 03:58:19",
      "documents": [
          {
            "pos": 1,
            "main": "COVER.pdf",
            "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/327081",
            "rev_number": 3,
            "security": "public",
            "format": "text",
            "docid": 327081,
            "placement": 1,
            "eprintid": 32795,
            "mime_type": "application\/pdf",
            "content": "published",
            "language": "id",
            "files": [
                {
                  "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1153647",
                  "filename": "COVER.pdf",
                  "objectid": 327081,
                  "hash": "d87d7539bfb332bccb9204a0434f851d",
                  "hash_type": "MD5",
                  "mtime": "2026-09-16 03:39:33",
                  "filesize": 1298441,
                  "mime_type": "application\/pdf",
                  "datasetid": "document",
                  "fileid": 1153647
                }
            ],
            "formatdesc": "COVER - ABSTRAK"
          },
          {
            "mime_type": "application\/pdf",
            "content": "published",
            "docid": 327082,
            "eprintid": 32795,
            "placement": 2,
            "files": [
                {
                  "filename": "BAB I.pdf",
                  "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1153649",
                  "objectid": 327082,
                  "hash": "2ec35b544b7e294d42f04b7f032e2de8",
                  "filesize": 484626,
                  "mtime": "2026-09-16 03:39:37",
                  "hash_type": "MD5",
                  "mime_type": "application\/pdf",
                  "datasetid": "document",
                  "fileid": 1153649
                }
            ],
            "formatdesc": "BAB I",
            "language": "id",
            "main": "BAB I.pdf",
            "pos": 2,
            "security": "public",
            "rev_number": 2,
            "format": "text",
            "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/327082"
          },
          {
            "main": "BAB II.pdf",
            "pos": 3,
            "security": "validuser",
            "format": "text",
            "rev_number": 2,
            "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/327083",
            "mime_type": "application\/pdf",
            "content": "published",
            "docid": 327083,
            "placement": 3,
            "eprintid": 32795,
            "files": [
                {
                  "hash": "def07d66b41814ed6cc188898742d97b",
                  "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1153651",
                  "filename": "BAB II.pdf",
                  "objectid": 327083,
                  "fileid": 1153651,
                  "datasetid": "document",
                  "mime_type": "application\/pdf",
                  "mtime": "2026-09-16 03:39:39",
                  "hash_type": "MD5",
                  "filesize": 721706
                }
            ],
            "formatdesc": "BAB II",
            "language": "id"
          },
          {
            "security": "validuser",
            "format": "text",
            "rev_number": 2,
            "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/327084",
            "main": "BAB III.pdf",
            "pos": 4,
            "formatdesc": "BAB III",
            "files": [
                {
                  "fileid": 1153653,
                  "datasetid": "document",
                  "mime_type": "application\/pdf",
                  "hash_type": "MD5",
                  "mtime": "2026-09-16 03:39:43",
                  "filesize": 465030,
                  "hash": "8d34f23fe0308d39233712b2a4a6d636",
                  "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1153653",
                  "objectid": 327084,
                  "filename": "BAB III.pdf"
                }
            ],
            "language": "id",
            "mime_type": "application\/pdf",
            "content": "published",
            "docid": 327084,
            "eprintid": 32795,
            "placement": 4
          },
          {
            "main": "BAB IV.pdf",
            "pos": 5,
            "security": "validuser",
            "format": "text",
            "rev_number": 2,
            "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/327085",
            "content": "published",
            "mime_type": "application\/pdf",
            "eprintid": 32795,
            "placement": 5,
            "docid": 327085,
            "files": [
                {
                  "datasetid": "document",
                  "fileid": 1153655,
                  "mtime": "2026-09-16 03:39:46",
                  "filesize": 2145720,
                  "hash_type": "MD5",
                  "mime_type": "application\/pdf",
                  "objectid": 327085,
                  "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1153655",
                  "filename": "BAB IV.pdf",
                  "hash": "f8efde905b7e6e49c3ce43ae62c30018"
                }
            ],
            "formatdesc": "BAB IV",
            "language": "id"
          },
          {
            "format": "text",
            "security": "public",
            "rev_number": 2,
            "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/327086",
            "main": "BAB V.pdf",
            "pos": 6,
            "formatdesc": "BAB V",
            "files": [
                {
                  "hash": "8bc32fa97c20c8d8bad5950ba003cb6d",
                  "objectid": 327086,
                  "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1153657",
                  "filename": "BAB V.pdf",
                  "fileid": 1153657,
                  "datasetid": "document",
                  "mime_type": "application\/pdf",
                  "mtime": "2026-09-16 03:39:48",
                  "filesize": 84337,
                  "hash_type": "MD5"
                }
            ],
            "language": "id",
            "content": "published",
            "mime_type": "application\/pdf",
            "placement": 6,
            "eprintid": 32795,
            "docid": 327086
          },
          {
            "main": "Daftar Pustaka dan Lampiran.pdf",
            "pos": 7,
            "rev_number": 2,
            "security": "staffonly",
            "format": "text",
            "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/327087",
            "mime_type": "application\/pdf",
            "content": "published",
            "docid": 327087,
            "eprintid": 32795,
            "placement": 7,
            "formatdesc": "DAFTAR PUSTAKA - LAMPIRAN",
            "files": [
                {
                  "datasetid": "document",
                  "fileid": 1153659,
                  "hash_type": "MD5",
                  "mtime": "2026-09-16 03:40:01",
                  "filesize": 1732170,
                  "mime_type": "application\/pdf",
                  "objectid": 327087,
                  "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1153659",
                  "filename": "Daftar Pustaka dan Lampiran.pdf",
                  "hash": "3273f0ddde1ed4d4388cc2ec4d3c62c5"
                }
            ],
            "language": "id"
          },
          {
            "format": "text",
            "security": "staffonly",
            "rev_number": 2,
            "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/327088",
            "main": "Publikasi.pdf",
            "pos": 8,
            "files": [
                {
                  "mime_type": "application\/pdf",
                  "mtime": "2026-09-16 03:40:03",
                  "hash_type": "MD5",
                  "filesize": 579904,
                  "fileid": 1153661,
                  "datasetid": "document",
                  "hash": "d643da74030333dbcc17dfd155a8e264",
                  "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1153661",
                  "objectid": 327088,
                  "filename": "Publikasi.pdf"
                }
            ],
            "formatdesc": "PUBLIKASI",
            "language": "id",
            "mime_type": "application\/pdf",
            "content": "published",
            "docid": 327088,
            "placement": 8,
            "eprintid": 32795
          }
      ],
      "divisions": [
        "ik"
      ],
      "full_text_status": "restricted",
      "thesis_name": "skripsi",
      "metadata_visibility": "show",
      "corp_creators": [
        "Universitas AMIKOM Yogyakarta"
      ],
      "title": "ANALISIS STRATEGI KOMUNIKASI PEMASARAN\r\nAKUN INSTAGRAM MUSEUM BENTENG VREDEBURG\r\nYOGYAKARTA DALAM MENIGKATKAN AWARENESS\r\nMASYARAKAT (Studi Kasus Konten Instagram @museum.benteng.vredeburg\r\nPada Tahun 2024)",
      "ispublished": "pub"
    }