STRATEGI PENGELOLAAN KONTEN MEDIA SOSIAL INSTAGRAM @FIMELADOTCOM DALAM MEMPERTAHANKAN BRAND ENGAGEMENT

DEWI, KAYLA ROSANTYA (2025) STRATEGI PENGELOLAAN KONTEN MEDIA SOSIAL INSTAGRAM @FIMELADOTCOM DALAM MEMPERTAHANKAN BRAND ENGAGEMENT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Social media is an important part of digital communication strategy, including for online media such as Fimela. Through the Instagram account @fimeladotcom, Fimela strives to maintain brand engagement with its main audience, namely young women who are interested in lifestyle, beauty, and women's empowerment issues. This study aims to determine the content management strategy implemented by the Fimela social media team in maintaining audience engagement amidst competitive digital media competition. This study uses a qualitative descriptive method with a post-positivist paradigm. Data collection techniques were carried out through in-depth interviews with three internal informants (Fimela's social media team), two external informants (active followers), and non-participant observation of the @fimeladotcom Instagram account. This study refers to Rulli Nasrullah's (2021) concept of social media management, which includes four stages: planning, activation, monitoring, evaluation, and optimization. The results of the study show that the content strategy has been carried out systematically, especially in the planning and activation stages. Determining the audience, compiling themes, and utilizing Instagram features are part of the engagement strategy. However, two-way communication with followers is still limited, and the evaluation process has not actively involved the audience. Therefore, the monitoring and optimization aspects need to be improved so that brand engagement can grow more participatory and sustainable. Keywords: Content Strategy, Instagram, Social Media, Brand Engagement, Digital Communication Media sosial menjadi bagian penting dalam strategi komunikasi digital, termasuk bagi media online seperti Fimela. Melalui akun Instagram @fimeladotcom, Fimela berupaya mempertahankan brand engagement dengan audiens utamanya, yaitu perempuan muda yang tertarik pada isu gaya hidup, kecantikan, dan pemberdayaan perempuan. Penelitian ini bertujuan untuk mengetahui strategi pengelolaan konten yang diterapkan oleh tim media sosial Fimela dalam menjaga keterlibatan audiens di tengah persaingan media digital yang kompetitif. Penelitian ini menggunakan metode deskriptif kualitatif dengan paradigma post-positivisme. Teknik pengumpulan data dilakukan melalui wawancara mendalam dengan tiga informan internal (tim media sosial Fimela), dua informan eksternal (followers aktif), serta observasi non-partisipan terhadap akun Instagram @fimeladotcom. Penelitian ini mengacu pada konsep pengelolaan media sosial Rulli Nasrullah (2021), yang mencakup empat tahap: perencanaan, aktivasi, pengawasan, dan evaluasi serta optimalisasi. Hasil penelitian menunjukkan bahwa strategi konten telah dijalankan secara sistematis, terutama dalam tahap perencanaan dan aktivasi. Penentuan audiens, penyusunan tema, serta pemanfaatan fitur Instagram menjadi bagian dari strategi keterlibatan. Namun, komunikasi dua arah dengan followers masih terbatas, dan proses evaluasi belum melibatkan audiens secara aktif. Oleh karena itu, aspek pengawasan dan optimalisasi perlu ditingkatkan agar brand engagement dapat tumbuh lebih partisipatif dan berkelanjutan. Kata Kunci: Strategi Konten, Instagram, Media Sosial, Brand Engagement, Komunikasi Digital

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 25 025
NIM/NIDN Creators:	44521010025
Uncontrolled Keywords:	Strategi Konten, Instagram, Media Sosial, Brand Engagement, Komunikasi Digital
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 > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	26 Jun 2025 08:02
Last Modified:	26 Jun 2025 08:02
URI:	http://repository.mercubuana.ac.id/id/eprint/95913

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