Analisis Strategi Content Marketing dalam Membangun Customer Engagement di Media Sosial Instagram (Studi Deskriptif Kualitatif pada Akun Instagram @Campaign.id)

Febisaphira, Mutiara and Fitria Avicenna, S.Ikom., M.Sc. (2024) Analisis Strategi Content Marketing dalam Membangun Customer Engagement di Media Sosial Instagram (Studi Deskriptif Kualitatif pada Akun Instagram @Campaign.id). Sarjana thesis, Universitas Brawijaya.

Abstract

Content marketing tidak hanya bermanfaat untuk meningkatkan penjualan, tetapi juga dapat dimanfaatkan untuk membangun customer engagement. Campaign (PT Uni Tokopo Teknologi) merupakan startup sosial yang memanfaatkan content marketing untuk membangun customer engagement di media sosial Instagram. Penelitian ini bertujuan untuk mengetahui strategi content marketing yang digunakan oleh Campaign dalam membangun customer engagement di Instagram @Campaign.id. Peneliti melakukan analisis data berdasarkan lima dimensi content marketing (Karr, 2016) dan tahapan customer engagement cycle (Sashi, 2012). Customer yang menjadi fokus utama dalam penelitian ini adalah Supporter, yaitu pengikut aksi sosial di aplikasi Campaign #ForABetterWorld. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data wawancara semistruktur, observasi, dan dokumentasi. Temuan penelitian ini menunjukkan bahwa Campaign berupaya membuat content marketing yang relevan dengan target audiens (generasi Z) dengan memperhatikan berbagai dimensi content marketing, yaitu reader cognition, sharing motivation, persuasion, decision making, dan life factors. Strategi content marketing yang kerap digunakan oleh Campaign adalah soft selling dan storytelling dengan mengangkat topik isu sosial yang dikemas dengan tren terkini, pop culture, dan mengangkat kisah Organizer. Terdapat Call to Action (CTA) pada setiap bagian akhir konten dengan menyertakan tagline ”Donasi Tanpa Uang” untuk mempersuasi audiens menjadi Supporter. Campaign juga menerapkan berbagai macam pendekatan IMC, seperti advertising, sales promotion, public relations, events and experience, direct marketing, hingga interactive marketing. Hasil dari penelitian ini dapat bermanfaat bagi startup atau organisasi sosial dengan target audiens generasi Z untuk mengetahui strategi content marketing yang digunakan oleh Campaign dalam membangun customer engagement di Instagram @Campaign.id

English Abstract

Content marketing is not only useful for increasing sales, but can also be used to build customer engagement. Campaign (PT Uni Tokopo Teknologi) is a social startup that uses content marketing to build customer engagement on Instagram. This research aims to determine the content marketing strategy used by Campaign to build customer engagement on Instagram @Campaign.id. Researcher conducted data analysis based on the five dimensions of content marketing (Karr, 2016) and the stages of the customer engagement cycle (Sashi, 2012). The customers who are the main focus in this research are Supporters, namely participants of social actions on the Campaign #ForABetterWorld application. This research uses a qualitative descriptive approach with data collection techniques of semi-structured interviews, observation, and documentation. The findings of this research indicate that Campaign seeks to create content marketing that is relevant to the target audience (Z generation) by paying attention to various dimensions of content marketing, namely reader cognition, sharing motivation, persuasion, decision making, and life factors. The content marketing strategies often used by Campaign are soft selling and storytelling by highlighting social issue topics packaged with the latest trends, pop culture, and highlighting the Organizer's story. There is a Call to Action (CTA) at the end of each content that includes the tagline "Donate Without Money" to persuade audiences to become Supporters. Campaign also apply various IMC approaches, such as advertising, sales promotions, public relations, events and experiences, direct marketing, and interactive marketing. The results of this research can be useful for startup or social organization with Z generation target audience to find out the content marketing strategies used by Campaign to build customer engagement on Instagram @Campaign.id.

Item Type:	Thesis (Sarjana)
Identification Number:	0524110175
Uncontrolled Keywords:	Content Marketing, Customer Engagement, Instagram, Media Sosial-Content Marketing, Customer Engagement, Instagram, Social Media
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	Sugeng Moelyono
Date Deposited:	16 Dec 2024 07:14
Last Modified:	16 Dec 2024 07:14
URI:	http://repository.ub.ac.id/id/eprint/231331

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