PEMANFAATAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS (Studi Deskriptif Kualitatif pada Akun @Puan_Idn)

The fashion industry or commonly known as the fashion world is one of the industrial sectors that can encourage the economy in Indonesia. As a local company from Kebumen that is engaged in fashion, Puan Indonesia can compete with previous brands. In a short time, Puan Indonesia can be recognized by many Indonesian people. Puan Indonesia in introducing their products has a different concept from their competitors, the goal is that the existence of their products can be easily recognized by the public. In this modern era, Puan Indonesia markets its products by utilizing Instagram social media. This study aims to identify and analyze the use of Instagram social media in building brand awareness on the @Puan_Idn account. This study uses a qualitative descriptive method by conducting in-depth interviews, observations, and documentation in collecting data. This researcher wants to know the level of Puan Indonesia's brand awareness through the elements of the Social Media Marketing dimension by As'ad and Alhadid. The results showed that Puan Indonesia had implemented all elements of social media marketing and utilized the Instagram feature in building brand awareness on the @Puan_Idn account