Arum, Kumala Yuni and Maulina Pia Wulandari, S.Sos., M.Kom., Ph.D (2024) Analisis Content Marketing Pada Akun Instagram @Official_Milagros Dalam Membangun Brand Engagement. Sarjana thesis, Universitas Brawijaya.
Abstract
PT Milagros Indonesia Megah merupakan salah satu perusahaan dengan menerapkan sistem MLM yang bergerak pada bidang penjualan langsung. Mengikuti perkembangan teknologi yang masif, Milagros berusaha menjalankan dan mengembangkan bisnisnya melalui pasar online salah satunya dengan memanfaatkan Instagram sebagai medianya. sangat penting sekali bagi sebuah Perusahaan perlu mengetahui cara yang tepat dalam mengelola konten, serta harus tahu betul bagaimana konten yang harus disajikan agar bisa menarik bagi konsumen. Tujuan penelitian ini ialah melihat bagaimana @official_milagros memanfaatkan media sosialnya secara aktif dan berinovasi melalui content marketing dalam membangun brand engagement. Jenis penelitian yang dilakukan yakni dengan metode analisis isi dengan pendekatan kualitatif. Berdasarkan analisis yang telah dilakukan, diperoleh strategi content marketing yang digunakan oleh @official_milagros dalam membangun brand engagement, yakni Create Good Stuff, Publish to Outpost, Create Variety, Be Human, Make It Shareable, Value, Interact, dan Build Trust.
English Abstract
PT Milagros Indonesia Megah is one of the companies that implements an MLM system engaged in direct sales. Following the massive development of technology, Milagros is trying to run and develop its business through the online market, one of which is by utilizing Instagram as its medium. It is very important for a company to know the right way to manage content, and must know very well how the content must be presented in order to be attractive to consumers. The purpose of this research is to see how @official_milagros actively utilize their social media and innovate through content marketing in building brand engagement. The type of research carried out is by content analysis method with a qualitative approach. Based on the analysis that has been carried out, content marketing strategies used by @official_milagros in building brand engagement are obtained, namely Create Good Stuff, Publish to Outpost, Create Variety, Be Human, Make It Shareable, Value, Interact, and Build Trust.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052411 |
| Uncontrolled Keywords: | Content Marketing, Brand Engagement, Instagram |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | S Sucipto |
| Date Deposited: | 15 Nov 2024 06:40 |
| Last Modified: | 15 Nov 2024 06:40 |
| URI: | http://repository.ub.ac.id/id/eprint/232678 |
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