<![CDATA[Abstrak Penelitian ini untuk mengetahui strategi komunikasi pemasaran Dazzle dalam meningkatkan brand awareness melalui media sosial Instagram @promodazzle. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan deskriptif dengan teknik wawancara dan dokumentasi. Subjek penelitian ini dipilih secara purposive sampling yaitu manager Dazzle dan manager marketing Dazzle. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran Dazzle sesuai dengan Mix Marketing 7P oleh Kotler dan keller; Strategi yang Dazzle digunakan adalah 1) copywriter yang straight dan mudah dipahami, 2) visual yang jelas dan straight forward. Konten yang didominasi dengan konten hard selling, namun tetap terdapat konten lainnya yaitu konten lucu/meme dan konten informasi, 3) promo dan giveaway rutin, 4) hypnoselling juga disisipkan di setiap kontennya, 5) Brand Communication melalui logo khas Dazzle 6) Menentukan segmentasi pasar untuk mengetahui target pasar 7) Harga murah, produk berkualitas dan bergaransi, 8) Dazzle menggunakan sistem penetapan harga cross selling atau subsidi silang, 9) word of mouth sangat mempengaruhi brand awareness di awal pembuatan Instagram @promoazzle, 10) Mengadakan UMKM dan Seminar di kampus-kampus merupakan salah satu strategi untuk meningkatkan brand awareness Dazzle.Kata Kunci : Komunikasi Pemasaran, Instagram, Dazzle, Brand Awareness Abstract The goal of the research is to determine the strategy for communication marketing to increase brand awareness on the social media Instagram account of @promodazzle. This research uses qualitative methods with a descriptive approach. The data collection of this research were interview and documentation techniques. The research subjects were selected by purposive sampling there are Dazzle Manager and Dazzle marketing manager. The results showed that Dazzle uses a marketing communication strategy in accordance with the 7P Mix Marketing theory by Kotler and Keller. The strategy that Dazzle uses 1) Straight copywriter and easy to understand, 2) Had a clear visual and also straight forward. The content’s dominated by hard selling content, but still had another content like funny content and informational content, 3) Promos and giveaway routine program, 4) Hypnoselling also inserted in each content 5) brand communication through dazzle characteristic logo 6) Determining market segmentation is very important 7) Low prices, quality products and guarantees, 8) Dazzle uses cross selling pricing system, 9) word of mouth greatly influenced brand awareness at the beginning of Instagram @promodazzle, 10) MSMEs (Micro, Small and Medium Enterprises) and seminars on campuses is the one strategy to increase brand awareness of Dazzle.Keyword: Marketing Communication, Instagram, Dazzle, Brand Awareness]]>
