ANALISIS PENGELOLAAN CONTENT MARKETING MELALUI INSTAGRAM UNTUK MENINGKATKAN BRAND EQUITY ITO EN INDONESIA (Studi Kasus: Akun Instagram @itoenindonesia Periode Januari – Oktober 2024)

Sentosa, Febysia Helena (2025) ANALISIS PENGELOLAAN CONTENT MARKETING MELALUI INSTAGRAM UNTUK MENINGKATKAN BRAND EQUITY ITO EN INDONESIA (Studi Kasus: Akun Instagram @itoenindonesia Periode Januari – Oktober 2024). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

ITO EN merupakan produk minuman teh tawar sehat dari Jepang yang merupakan minuman unsweetened & 0 kalori. Penelitian ini bertujuan untuk menganalisis pengelolaan content marketing melalui media sosial Instagram guna meningkatkan brand equity pada akun @itoenindonesia. Konsep utama yang digunakan dalam penelitian ini adalah Content Management yang mencakup lima aspek yaitu: strategi konten, pembuatan konten, penyimpanan konten, distribusi konten, dan evaluasi performa konten. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan metode studi kasus. Teknik pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi terhadap aktivitas konten Instgaram @itoenindonesia, selama periode Januari – Oktober 2024. Hasil penelitian menunjukkan pengelolaan content dilakukan melalui strategi yang terstruktur, dimulai dari perencanaan konten, pembuatan visual yang edukatif dan menarik, distribusi konten secara konsisten, serta evaluasi performa konten. Kesimpulannya, pengelolaan content marketing yang terarah dan relevan berkontribusi signifikan dalam meningkatkan brand equity ITO EN Indonesia. ITO EN is a healthy Japanese unsweetened tea beverage with zero calories. This study aims to analyze the management of content marketing through the Instagram social media platform to increase brand equity on the @itoenindonesia account. The main concept used in this research is Content Management, which includes five aspects: content strategy, content creation, content storage, content distribution, and content performance evaluation. This study uses a descriptive qualitative approach with a case study method. Data collection techniques were carried out through interviews, observation, and documentation of the Instagram content activities of @itoenindonesia during the period of January – October 2024. The results of the study show that content management is carried out through a structured strategy, starting from content planning, the creation of educational and engaging visuals, consistent content distribution, and content performance evaluation. In conclusion, well-directed and relevant content marketing management contributes significantly to increasing the brand equity of ITO EN Indonesia.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44321110030
Uncontrolled Keywords: Content Marketing, Instagram, Brand Equity Content Marketing, Instagram, Brand Equity
Subjects: 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: ZAIRA ELVISIA
Date Deposited: 06 Oct 2025 03:03
Last Modified: 06 Oct 2025 07:18
URI: http://repository.mercubuana.ac.id/id/eprint/98797

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