STRATEGI CONTENT MARKETING PADA SOCIAL MEDIA PERUSAHAAN JASA VIRTUAL OFFICE DALAM MEMBENTUK BRAND AWARENESS

MAGHVERA, LAILA (2019) STRATEGI CONTENT MARKETING PADA SOCIAL MEDIA PERUSAHAAN JASA VIRTUAL OFFICE DALAM MEMBENTUK BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of technology is now a driving force and an important role for business people. Selection of the right media at this time is media that is able to interact directly, one example of which is social media. The progress of the digital communication world that comes from the increasing number of internet users, has caused increasingly fierce market competition. With such conditions, of course, make a variety of companies that want to introduce their products to do a plan. Planning includes a strategy that can make its products more quickly known and have a high level of brand awareness. One strategy that companies can do is content marketing strategy. This strategy was unwittingly carried out directly by Safetama, a virtual office service company. The purpose of this study is to find out the content marketing strategy activities on social media virtual office service companies in shaping brand awareness. This research was conducted through Instagram social media using the theory of Pam Didner's 4P content marketing stage. The research method used is a case study that is by analyzing the phenomenon that is happening then comparing existing theories with the results of in-depth interviews and field observations. The results achieved in this study are a new marketing strategy using content marketing in marketing virtual office service products through social media that can simplify the business processes that occur. Promote it through Instagram social media with the aim of forming brand awareness. By creating a marketing concept developed through a content marketing strategy the flow of communication that exists between companies and consumers can be better, especially in an effort to increase product sales. Keywords: Content Marketing Strategy, Social Media, Instagram, Brand Awareness. Perkembangan teknologi kini menjadi pendorong serta berperan penting bagi para pelaku usaha. Pemilihan media yang tepat saat ini adalah media yang mampu berinteraksi secara langsung, salah satu contohnya yaitu media sosial. Kemajuan dunia digital komunikasi yang berasal dari bertambahnya jumlah pengguna internet, menyebabkan persaingan pasar semakin ketat. Dengan kondisi seperti itu, tentunya membuat berbagai perusahaan yang ingin mengenalkan produknya melakukan sebuah perencanaan. Perencanaan itu meliputi sebuah strategi yang dapat membuat produknya menjadi lebih cepat dikenal dan memiliki tingkat kesadaran merk (brand awareness) yang tinggi. Salah satu strategi yang dapat dilakukan perusahaan adalah strategi content marketing. Strategi ini tanpa disadari telah dilakukan langsung oleh Safetama sebuah perusahaan jasa virtual office. Tujuan penelitian ini ialah untuk mengetahui kegiatan strategi content marketing pada social media perusahaan jasa virtual office dalam membentuk brand awareness. Penelitian ini dilakukan melalui media sosial Instagram dengan menggunakan teori tahapan content marketing 4P milik Pam Didner. Metode penelitian yang digunakan adalah studi kasus yaitu dengan menganalisis fenomena yang sedang terjadi kemudian membandingkan teori yang sudah ada dengan hasil wawancara mendalam dan observasi lapangan. Hasil yang dicapai pada penelitian ini adalah sebuah strategi pemasaran baru menggunakan content marketing dalam memasarkan produk jasa layanan virtual office melalui social media yang dapat mempermudah proses bisnis yang terjadi. Promosinya melalui media sosial Instagram dengan tujuan membentuk brand awareness. Dengan dibuat konsep pemasaran yang dikembangkan melalui strategi content marketing alur komunikasi yang terjalin antara perusahaan dan konsumen bisa lebih baik terutama dalam upaya meningkatkan penjualan produk. Kata Kunci: Strategi Content Marketing, Social Media, Instagram, Brand Awareness.

Item Type: Thesis (S1)
Call Number CD: FK/MCA. 19 025
NIM: 44312110006
Uncontrolled Keywords: Strategi Content Marketing, Social Media, Instagram, Brand Awareness.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.1 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.15 Instruction Services/Jasa Instruksi
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.17 Print Media/Media Cetak
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
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) > 302.232 Print Media/Media Tercetak
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri > 338.4 Secondary Industries and Services/Industri dan Jasa Sekunder
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 11 Dec 2019 02:35
Last Modified: 09 Jan 2020 04:14
URI: http://repository.mercubuana.ac.id/id/eprint/52730

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