RAMADHAN, RAKA (2019) STRATEGI KONTEN NIVEA MEN DI MEDIA SOSIAL INSTAGRAM UNTUK MENINGKATKAN CUSTOMER ENGAGEMENT (Studi Kasus Brand NIVEA MEN di Media Sosial Instagram). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
One of the causes of progressing in digital communication is increasing the number of internet users in Indonesia and social media. It has made competitive market for every brand in various company on their social media to create a strategy that makes their brand stand out among the competitors. The Researcher using the case study of NIVEA MEN to create content strategy. NIVEA MEN is a facial skin care product that expands its marketing through social media; Facebook, Twitter, YouTube and Instagram and in this thesis the researcher focuses on the program to study about its content strategy to engage its customers. This study aims to determine the NIVEA MEN content strategy on social media instagram to improve customer engagement. The method used is a case study research with a qualitative approach. Data collection techniques with in-depth interview techniques using interview guidelines, looking for data in the field and collecting written data. The result of the research were how to create content strategies that ran on NIVEA MEN's social media especially on instagram to improve its customer engagement by content strategy. it is very important to be done and a brand need a relevant contnet with its target audiences in order to get good engangement from its customer. The result of the research were how to create content strategies that ran on NIVEA MEN's social media especially on instagram to improve its customer engagement by content strategy. it is very important to be done and a brand need a relevant contnet with its target audiences in order to get good engangement from its customer. Keywords : content strategy, social media, instagram, customer engagement, social media content strategy Kemajuan dunia digital komunikasi yang berasal dari bertambahnya jumlah pengguna internet di Indonesia salah satunya media sosial menyebabkan persaingan pasar semakin mengetat. Dengan penggunaan media sosial yang semakin banyak, hal ini membuat berbagai perusahan harus mempunyai strategi media sosial salah satunya strategi konten agar brand nya tetap bisa bersaing dengan kompetitor. Salah satu strategi yang dapat dilakukan perusahaan adalah strategi konten. Strategi konten yang berhasil akan membuat costomer engagement yang bagus untuk sebuah brand. Menurut Sherman & Smith proses engagement dari memulai percakapan dengan customer hingga membuat customer menghasilkan feedback yang positif bagi perusahaan diantaranya consumption, curation, creation, collaboration. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan deskriptif Penelitian ini bertujuan untuk mengetahui strategi konten NIVEA MEN di media sosial instagram untuk meningkatkan customer engagement. Teknik pengumpulan data dengan teknik wawancara mendalam dengan menggunakan pedoman wawancara, mencari data di lapangan dan pengumpulan data-data tertulis. Hasil peneletian berisi mengenai bagaimana pembuatan strategi konten yang dijalankan di media sosial NIVEA MEN khususnya di Instagram untuk meningkatkan customer engagement. Bahwa dalam meningkatkan customer engagement strategi konten sangat penting dilakukan, dan sebuah brand membuat konten yang relevan dengan target audience-nya supaya konten tersebut mendapatkan egagement yang bagus dari customernya. Kata Kunci: strategi konten, media sosial, instagram, customer engagement, strategi konten media sosial
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