AZHAARA, SHOFI LUTHFI AZMI (2023) STRATEGI KONTEN MARKETING AKUN @BLUBYBCADIGITAL DALAM MENINGKATKAN CUSTOMER ENGAGEMENT TAHUN 2022-2023. D3 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Kemajuan teknologi dan informasi, khususnya internet memberikan peluang bisnis untuk menggunakan internet secara terbuka sebagai alat pemasaran, oleh karena itu disebut juga sebagai pemasaran digital atau digital marketing. Digital marketing adalah strategi dan proses dalam menggunakan teknologi digital untuk memfasilitasi komunikasi dengan pelanggan atau organisasi lain hingga pada akhirnya dapat menciptakan icustomer enggangement. Tujuan dari penelitian ini adalah 1) Mengetahui dan menjelaskan implementasi strategi Content Marketing oleh akun @blubybca. 2) Mengetahui dan menjelaskan bentuk Customer Engagement berdasarkan implementasi strategi Content Marketing Marketing oleh akun @blubybca. 3) Mengetahui dan menjelaskan dampak implementasi strategi Content Marketing terhadap Customer Engagement akun @blubybca. Adapun metode Penelitian Kualitatif Deskriptif, dan paradigma post positivisme, yang memiliki subyek Satu key Informan, Satu Informan Utama dan dua Informan Penunjang. Teknik wawancara dilakukan dengan tidak terstruktur dengan menggunakan pedoman wawancara. Teknik observasi dilakukan oleh dua orang observer dengan cara tersetruktur. Analisis data penelitian bersifat deskriptif. Peneliti juga melakukan reduksi data untuk memilah data dan menggunakan teknik keabsahan data triangulasi sumber. Berdasarkan hasil penelitian ini menunjukan bahwa @blubybcadigital telah berhasil meningkatkan customer engagement dengan baik dengan memanfaatkan pengelolaan media sosial tiktok memlaui konten merketing, dimana pesan yang dimuat dalam pengelolaan konten Tiktok @blubybcadigital berhasil disampaikan dan diterima dengan baik oleh pengikut media sosial tiktok Kata Kunci : Strategi Konten Marketing, Customer Engagement, @blubybca Advances in technology and information, especially the internet, have changed the way humans communicate. The internet shows that everyone will be able to engage in conversations without having to meet face to face due to the progress of the times. This provides business opportunities to openly use the internet as a marketing tool, therefore it is also known as digital marketing or digital marketing. Digital marketing is a strategy and process of using digital technology to facilitate communication with customers or other organizations so that in the end it can create customer engagement. The purpose of this research is 1) to know and explain the implementation of the Content Marketing strategy by the @blubybca account. 2) Know and explain the form of Customer Engagement based on the implementation of the Content Marketing Strategy by the @blubybca account. 3) Know and explain the impact of implementing the Content Marketing strategy on Customer Engagement for the @blubybca account. As for the Descriptive Qualitative Research method, and the post-positivism paradigm, which has a subject of one key informant, one main informant and two supporting informants, the researcher also conducted data reduction to sort the data and used the data validity technique of source triangulation. Based on the results of this study, it shows that @blubybcadigital has succeeded in increasing customer engagement well by utilizing the management of social media tiktok through marketing content, where messages contained in the management of Tiktok @blubybcadigital content have been successfully conveyed and well received by tiktok social media followers. Keywords : Marketing Content Strategy, Customer Engagement, @blubybcadigital
| Item Type: | Thesis (D3) |
|---|---|
| NIM/NIDN Creators: | 44320120037 |
| Uncontrolled Keywords: | Strategi Konten Marketing, Customer Engagement, @blubybca digital Marketing Content Strategy, Customer Engagement, @blubybcadigital |
| Subjects: | 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ALFINA DHEA NOVA |
| Date Deposited: | 10 Oct 2023 06:02 |
| Last Modified: | 10 Oct 2023 06:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/82178 |
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