IMPLEMENTATION OF MARKETING COMMUNICATION STRATEGY AND SOCIAL MEDIA MANAGEMENT OF VIVIAN PERFUMERY

Putri, Maheswari Kanistha

dc.contributor.author	Putri, Maheswari Kanistha
dc.date.accessioned	2026-02-13T02:06:58Z
dc.date.available	2026-02-13T02:06:58Z
dc.date.issued	2025
dc.identifier.uri	http://repository.president.ac.id/xmlui/handle/123456789/13624
dc.description.abstract	This final project focuses on the marketing communication strategy and social media management of Vivian Perfumery, a local perfume brand. Using the AISAS model, PESO, and 3O+1I frameworks, the project implemented strategies such as creative content, influencer marketing, TikTok Shop integration, and paid ads on Instagram and TikTok. The results showed improved engagement (11.3% on Instagram and 165.6% on TikTok) and a 45% sales increase. This demonstrates that structured digital communication strategies effectively build brand awareness and positioning for MSMEs in competitive markets.	en_US
dc.language.iso	en	en_US
dc.publisher	President University	en_US
dc.relation.ispartofseries	Communication;009202200027
dc.subject	Marketing Communication	en_US
dc.subject	AISAS Model	en_US
dc.subject	Social Media Strategy	en_US
dc.subject	Vivian Perfumery	en_US
dc.title	IMPLEMENTATION OF MARKETING COMMUNICATION STRATEGY AND SOCIAL MEDIA MANAGEMENT OF VIVIAN PERFUMERY	en_US
dc.type	Thesis	en_US