Abiyyuansyah, Fachrizal (2019) Analisis Implementasi Strategi Content Marketing dalam Meningkatkan Customer Engagement (Studi pada Strategi Content Marketing Amstirdam Coffee Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki latar belakang berupa perkembangan pemasaran terutama pada Digital Marketing. Penelitian ini bertujuan untuk: (1) Mengetahui dan menjelaskan implementasi strategi Content Marketing Amstirdam Coffee Malang, (2) Mengetahui dan menjelaskan bentuk Customer Engagement berdasarkan implementasi strategi Content Marketing Amstirdam Coffee Malang, (3) Mengetahui dan menjelaskan dampak implementasi strategi Content Marketing terhadap Customer Engagement Amstirdam Coffee Malang. Metode penelitian yang digunakan adalah penelitian kualitatif. Pengumpulan data menggunakan wawancara semi-terstruktur, observasi partisipatif, dan dokumentasi. Informan dari penelitian ini berjumlah sepuluh informan. Validitas penelitian menggunakan triangulasi teknik. Analisis data menggunakan model analisis data Miles dan Huberman. Hasil dari penelitian ini adalah implementasi strategi Content Marketing Amstirdam Coffee Malang sudah sesuai dengan alur Content Marketing menurut para ahli. Content Marketing Amstirdam Coffee Malang mampu untuk membentuk dimensi Customer Engagement yaitu Keterlibatan Afektif, Keterlibatan Kognitif, dan Keterlibatan Perilaku. Dampak implementasi Content Marketing Amstirdam Coffee Malang dapat meningkatkan Customer Engagement yang diukur menggunakan Customer Engagement Value. Saran bagi Amstirdam Coffee Malang adalah melakukan amplifikasi konten dalam alur Content Marketing yang ditujukan untuk meningkatkan impression dari konten yang telah disajikan. Pelanggan Amstirdam Coffee Malang pun harus memahami bahwa perusahaan membutuhkan adanya Customer Engagement, karena perusahaan menggunakan Customer Engagement sebagai metode untuk mengetahui nilai dari keterlibatan pelanggan. Saran untuk penelitian selanjutnya diharapkan hasil penelitian ini dapat digunakan sebagai tambahan referensi untuk memperdalam pengetahuan mengenai Content Marketing dan Customer Engagement, karena dua topik di atas masih sedikit diteliti dan diperdalam.
English Abstract
This research possesses a background on marketing development especially in Digital Marketing. This research have a purpose to: (1) Discover and define the implementation of Content Marketing Strategy Amstirdam Coffee Malang, (2) Discover and define the form of Customer Engagement based on the implementation of Content Marketing Strategy Amstirdam Coffee Malang, (3) Discover and define the effect of the implementation of Content Marketing Strategy on Customer Engagement Amstirdam Coffee Malang. The research method is using qualitative research. The data collection is using semi-structured interview, participative observation, and documentation. The informant of this research has an amount of ten informant. The research validity is using triangulation technique. The data analysis is using Miles and Huberman data analysis model. The result of this research is the implementation of Content Marketing Strategy Amstirdam Coffee Malang is corresponding with the channel of Content Marketing according to the experts. Content Marketing Amstirdam Coffee Malang is capable to form Customer Engagement dimension that is Affective Engagement, Cognitive Engagement, and Behaviour Engagement. The effect of the implementation of Content Marketing Amstirdam Coffee Malang is able to increase Customer Engagement which is measured using Customer Engagement Value. Recommendation to Amstirdam Coffee Malang is to perform a content amplification in Content Marketing channel intended to increase impressions from the content that has been presented. The customers of Amstirdam Coffee Malang need to understand that the company requires Customer Engagement, because the company is using Customer Engagement as a method to discover the value of customer engagement. Recommendation to further research, it is expected that the result of this research can be used as an additional reference to extend the knowledge about Content Marketing and Customer Engagement, because the aforementioned topics are still rarely being used in research and extended.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/319/051906342 |
| Uncontrolled Keywords: | Digital Marketing, Content Marketing, Customer Engagement, Customer Engagement Value. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 24 Oct 2019 02:00 |
| Last Modified: | 21 Oct 2021 07:04 |
| URI: | http://repository.ub.ac.id/id/eprint/172695 |
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