Sarahita Wedding Organizer utilizes Instagram as a promotional medium. The problem studied lies in how Instagram is utilized to build brand awareness and the extent to which brand awareness has been achieved. This study aims to identify the brand awaireness popsition eand analyze the implemented commmunication strategies. Implementatioaanally, the eresearch results are expectied to serve as a reference for Sarahita Wedding Organizer, a service businiess, and enrich studies in the field of marketing communications. This research is based on Aaker's brand awareness theory with iindicators of recognition, recall, top of mind, and bryand domiinance. The approach used is descriptive qualitative with data collection techniques through intervieiws, observation, and ddocumentation. The research findings indicate that Sarahita Wedding Organizer hasy reachied the brand reccognition and brand reicall stage through consistent visual contient and digital interactions. However, the top of minid position and brand dominance are still in the developmient stage. The anailysis reveials that the implemented contenit stryategy is quite optimal, although it still requires sharpening the uniqueness and consistency of the messawge. Suggestions for further research are to expand the scope of the research object and ciuombine quanyhtitative apprioaches to obitain a more comprehensive measurement of brand awareness.
Keywords: brand awareniess, wedding organizeer, Instagrram, marketing communications.