%A NIM.: 21107030148 Adibah Lubnayya
%O Rika Lusri Virga, S.IP., M.A
%T STRATEGI KONTEN KECANTIKAN PADA AKUN INSTAGRAM
@RCSM.OFFICIAL DALAM MEMBANGUN CUSTOMER ENGAGEMENT
%X This research explores the the beauty content strategy on the Instagram account
@rcsm.official in building customer engagement. The account is managed by
Rumah Cantik Sehat Muslimah (RCSM), a beauty salon dedicated to Muslim
women. This research employed a descriptive qualitative method with data
collected through interviews, observation, and documentation. The findings show
that RCSM applies five stages of content strategy: research, planning,
implementation, evaluation, and reporting/optimization. At the research stage,
social media trends are adapted to align with brand identity; planning emphasizes
message consistency and content formats; implementation involves internal talents,
standardized visuals, and varied informative, entertaining, and promotional content;
evaluation relies on Instagram Insights to measure performance; and optimization
is conducted by replicating high-engagement content. These strategies have proven
effective in fostering cognitive engagement (audience understanding), behavioral
engagement (likes, comments, shares), and emotional engagement (audience
attachment to the brand). The study concludes that structured and creative content
strategies play a crucial role in strengthening sustainable customer engagement.
Keywords: content strategy, beauty, Instagram, customer engagement
%K content strategy, beauty, Instagram, customer engagement
%D 2025
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib74095