STRATEGI KONTEN “Photo of The Day” OLEH MACROAD LINIKINI DI INSTAGRAM (@linikini_id) DALAM MEMBANGUN BRAND ENGAGEMENT

SOFIYYULLAH, ACHMAD (2020) STRATEGI KONTEN “Photo of The Day” OLEH MACROAD LINIKINI DI INSTAGRAM (@linikini_id) DALAM MEMBANGUN BRAND ENGAGEMENT. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Now, the world has entered the 4.0 Industry Revolution and known as "Internet for/of things" which means The Internet is for everything. A Lot of Innovation has been built because of the internet, including for marketing. An engagement between consumer and brand is an important thing to build and increase for realizing one of many purposes of its own brand. This research is looking for how MacroAd LINIKINI applies its strategy for building a Brand Engagement through "Photo of The Day" content which prevails on Social Media, including Instagram. The built engagement will increase consumer loyalty to the brand. This study uses a Post Positivism Research Paradigm with a Qualitative Approach and with Descriptive Qualitative Research Methods. Data collection techniques are done using two data sources, Primary and Secondary data. The Primary Data in this study are interviews and Secondary one are from literature studies, documents and archives sourced from books that are relevant to the research topic. It was concluded in this study that MacroAd LINIKINI did two processes for applying its build a Brand Engagement strategy, there are Designing Creative Strategy Process and Demystifying Social Media. Keywords: Strategy, Marketing Communication, Digital Marketing, Brand Engagement, Social Media, Instagram. Saat ini, dunia telah memasuki Revolusi Industri 4.0 dan dikenal dengan istilah Internet for/of things yang berarti Internet untuk segalanya. Banyak sekali inovasi-inovasi yang terbentuk berkat adanya internet, termasuk untuk urusan pemasaran. Engagement antara konsumen dan brand adalah hal yang penting untuk dibentuk dan ditingkatkan demi mewujudkan salah satu dari sekian tujuan yang dimiliki oleh brand itu sendiri. Penelitian ini mencari tahu bagaimana MacroAd LINIKINI menerapkan strateginya melalui konten “Photo of The Day” yang berlaku di sosial media, termasuk Instagram dalam membentuk Brand Engagement. Engagement yang terbentuk nantinya dapat meningkatkan loyalitas konsumen terhadap brand itu sendiri. Penelitian ini menggunakan paradigma penelitian post positivistime dengan pendekatan kualitatif dan dengan metode penelitian deskriptif kualitatif. Teknik pengumpulan data dilakukan dengan menggunakan dua sumber data yaitu data primer dan sekunder. Data primer dalam penelitian ini adalah wawancara. Data sekunder dari penelitian ini yaitu dari studi kepustakaan, dokumen dan arsip yang bersumber dari buku-buku yang relevan dengan topik penelitian. Disimpulkan dalam penelitian ini, MacroAd LINIKINI telah melalui dua proses dalam menerapkan strategi membangun Brand Engagement, yaitu Proses Perancangan Strategi Kreatif dan Demistifikasi Media Sosial. Kata Kunci: Strategi, Komunikasi Pemasaran, Digital Marketing, Brand Engagement, Media Sosial, Instagram.

Item Type: Thesis (S1-Sarjana)
NIM: 44317110106
Uncontrolled Keywords: Strategi, Komunikasi Pemasaran, Digital Marketing, Brand Engagement, Media Sosial, Instagram.
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 > 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
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)
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 02 Mar 2021 02:32
Last Modified: 02 Mar 2021 02:32
URI: http://repository.mercubuana.ac.id/id/eprint/59994

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