Haikal, Rahmad Raika (2025) STRATEGI KOMUNIKASI PEMASARAN DIGITAL CV TEMEN SAMPE KAYA MELALUI KONTEN KOMUNIKASI KREATIF DI MEDIA SOSIAL INSTAGRAM @TEMENSAMPEKAYA. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran DigitalCV Temen Sampe Kaya melalui konten komunikasi kreatif di media sosial Instagram @temensampekaya. Variabel yang diteliti meliputi strategi komunikasi, konten kreatif, keterlibatan audiens , serta brand awareness. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif, dengan teknik pengumpulan data berupa wawancara mendalam, observasi, dan dokumentasi. Subjek penelitian terdiri dari key informan internal serta informan eksternal. Teknik pengambilan sampel dilakukan secara purposive. Analisis data menggunakan model Miles dan Huberman yang mencakup reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa CV Temen Sampe Kaya memanfaatkan strategi komunikasi berbasis visual storytelling, humor, dan partisipasi aktif dalam event offline untuk memperkuat keterlibatan dengan audiens muda. Pemanfaatan fitur Instagram seperti Reels, Feed, dan Stories secara konsisten mampu membangun kedekatan emosional antara brand dan konsumen. Konten yang kreatif, autentik, dan relevan terbukti meningkatkan engagement dan memperluas jangkauan merek. Kesimpulannya, keberhasilan strategi komunikasi Digital CV Temen Sampe Kaya terletak pada konsistensi, pemahaman mendalam terhadap audiens, serta kreativitas dalam penyampaian pesan yang selaras dengan karakter brand. This study aims to analyze the Digital marketing communication strategy of CV Temen Sampe Kaya through creative communication content on the Instagram platform @temensampekaya. The variables examined include communication strategy, creative content, audience engagement, and brand awareness. This research uses a qualitative approach with a descriptive method, and data were collected through in-depth interviews, observation, and documentation. The research subjects consist of internal key informants (the business owner and content manager) and external informants Purposive sampling was applied in selecting the informants. Data analysis was conducted using the Miles and Huberman model, which involves data reduction, data display, and conclusion drawing. The findings reveal that CV Temen Sampe Kaya utilizes visual storytelling, humor, and active participation in offline event s to strengthen engagement with a young audience. The consistent use of Instagram features such as Reels, Feed, and Stories has helped foster emotional connections between the brand and its consumers. Creative, authentic, and relevant content has proven effective in increasing engagement and enhancing brand visibility. In conclusion, the success of CV Temen Sampe Kaya's Digitalcommunication strategy lies in its consistency, deep audience understanding, and creativity in delivering messages aligned with the brand's identity.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44520010063 |
| Uncontrolled Keywords: | komunikasi digital, strategi pemasaran , konten kreatif, instagram. digital communication, marketing strategy, creative content, instagram. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) |
| Divisions: | Fakultas Ilmu Komunikasi > Komunikasi Digital |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 07 Feb 2026 05:59 |
| Last Modified: | 07 Feb 2026 05:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100858 |
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