@phdthesis{digilib59558,
           month = {April},
           title = {STRATEGI CONTENT MARKETING AKUN INSTAGRAM @TOEAN\_WATIMAN DALAM MENINGKATKAN CUSTOMER ENGAGEMENT},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 18107030120 Ririn Saras Wati},
            year = {2023},
            note = {Pembimbing: Dr. Rama Kertamukti, S.Sos., MSn},
        keywords = {content marketing; customer engagement; Instagram; social media},
             url = {https://digilib.uin-suka.ac.id/id/eprint/59558/},
        abstract = {The application of a content marketing strategy is the right step in marketing a product. Using the username @toean\_watiman, a family restaurant called Toean Watiman runs a content marketing strategy using Instagram. At the beginning of creating an Instagram account, the engagement of @toean\_watiman account got was still low, this situation was exacerbated by the COVID 19 pandemic which made Toean Watiman have to further develop content marketing strategies so that customer engagement could increase. This research will discuss how the content marketing strategy implemented by the @toean\_watiman Instagram account in increasing customer engagement. The subjects in this study were the content creator and human resource team from Toean Watiman who had been selected using a purposive sampling method. This study uses a qualitative descriptive method and data collection is done by observation, interviews and documentation. The results of this study show that content marketing activities for the Instagram account @toean\_watiman are carried out in various stages, starting from determining the purpose of making it to improving content marketing. Of the various stages that have been carried out, the content amplification stage is the most effective stage in increasing customer engagement.}
}