STRATEGI CONTENT MARKETING AKUN INSTAGRAM @TOEAN_WATIMAN DALAM MENINGKATKAN CUSTOMER ENGAGEMENT

Ririn Saras Wati, NIM.: 18107030120 (2023) STRATEGI CONTENT MARKETING AKUN INSTAGRAM @TOEAN_WATIMAN DALAM MENINGKATKAN CUSTOMER ENGAGEMENT. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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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.

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