ZAHRAN, INZHAGI FAIRUZ (2025) ANALSIS STRATEGI KONTEN @erigostore DALAM MENINGKATKAN ENGAGEMENT DI MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research analyzes the content strategy of the @erigostore account in increasing engagement on the social media platform Instagram. In Indonesia’s dynamic fashion industry, the research explores how Erigo utilizes Instagram to build relationships with consumers. A qualitative approach using a case study method is employed to examine visual communication strategies, audience interaction, and the use of Instagram features such as Stories, Reels, and influencer collaborations. The theoretical framework involves communication strategy, public relations, new media, and engagement. This research uses a post-positivism paradigm. The results indicate that a communication strategy based on creative and interactive content can increase engagement on Instagram. Factors such as posting consistency, hashtag usage, and direct interaction play a role in building a loyal digital community. Erigo implements strategies through visual branding, captions, collaborations, and Instagram features. The discussion connects findings with the AISAS model and Customer Engagement theory, analyzing how Erigo attracts attention, builds interest, encourages search, action, and sharing experiences. The role of visual content, interaction, and collaboration in creating a positive experience and increasing engagement is emphasized. The research conclusions provide an understanding of effective social media communication strategies for increasing engagement in the local fashion industry. Practical suggestions are offered to fashion brands for optimizing digital communication. Keywords: Communication Strategy, Instagram Social Media, Engagement, Fashion Industry, AISAS, Customer Engagement, Creative Content, Audience Interaction, Influencer Collaboration. Penelitian ini menganalisis strategi konten akun @erigostore dalam meningkatkan engagement di media sosial Instagram. di industri fashion Indonesia yang dinamis, Penelitian ini menganalisis bagaimana Erigo memanfaatkan Instagram untuk membangun hubungan dengan konsumen. Pendekatan kualitatif dengan metode studi kasus digunakan untuk menggali strategi komunikasi visual, interaksi audiens, dan pemanfaatan fitur Instagram seperti Stories, Reels, dan kolaborasi influencer. Kajian teoritis melibatkan, strategi komunikasi, public relations, media baru, dan engagement. Penelitian ini menggunakan paradigma post-positivisme, hasil penelitian menunjukkan bahwa strategi komunikasi berbasis konten kreatif dan interaktif dapat meningkatkan engagement di instagram. Faktor-faktor seperti konsistensi posting, penggunaan hashtag, dan interaksi langsung berperan dalam membangun komunitas digital yang loyal. Erigo mengimplementasikan strategi melalui visual branding, caption, kolaborasi, dan fitur Instagram. Pembahasan mengaitkan temuan dengan model AISAS dan teori Customer Engagement, menganalisis bagaimana Erigo menarik perhatian, membangun minat, mendorong pencarian, tindakan, dan berbagi pengalaman. Peran konten visual, interaksi, dan kolaborasi dalam menciptakan pengalaman positif dan meningkatkan engagement ditekankan. Kesimpulan penelitian memberikan pemahaman tentang strategi komunikasi media sosial efektif untuk meningkatkan engagement di industri fashion lokal. Saran praktis ditawarkan bagi brand fashion untuk mengoptimalkan komunikasi digital. Kata Kunci: Strategi Komunikasi, Media Sosial Instagram, Engagement, Industri Fashion, AISAS, Customer Engagement, Konten Kreatif, Interaksi Audiens, Kolaborasi Influencer.
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