ANALISIS STRATEGI PENERAPAN CONTENT MARKETING DALAM MENINGKATKAN CUSTOMER ENGAGEMENT PADA INSTAGRAM TSABINE OFFICIAL

    Nabilah Fitria Kamaludin, - (2024) ANALISIS STRATEGI PENERAPAN CONTENT MARKETING DALAM MENINGKATKAN CUSTOMER ENGAGEMENT PADA INSTAGRAM TSABINE OFFICIAL. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Tsabine Official merupakan suatu Usaha Mikro yang bergerak di bidang fesyen dan telah berdiri sejak tahun 2020. Tsabine Official memanfaatkan Instagram dalam membangun customer engagement terhadap produknya melalui content marketing dengan tujuan untuk meningkatkan engagement rate. Rendahnya engagement ratepada akun Instagram Tsabine Official menjadi suatu permasalahan dalam efektivitas penerapan content marketing oleh Tsabine Official. Dampak negatif dari sedikitnya interaksi antara Tsabine Official dan pengikutnya adalah berkurangnya jumlah pengikut yang mengetahui postingan dari Tsabine Official. Tujuan penelitian ini adalah untuk mengetahui kekuatan, kelemahan, peluang, ancaman pada Tsabine Official, dan memahami content marketing Tsabine Official yang efektif hingga mengetahui strategi-strategi content marketing pada Instagram Tsabine Official. Hasil penelitian ini menunjukkan data dengan skor kekuatan tertinggi sebesar 2.78, skor kelemahan tertinggi sebesar 0.7, skor peluang tertinggi 2.02, dan skor ancaman tertinggi 1.67. Hasil ini menempatkan Tsabine Official berada pada posisi di kuadran I yaitu strategi agresif. Dari hasil penelitian, Tsabine Official memiliki keunggulan dalam pembuatan konten POV (point of view) yang menarik bagi remaja perempuan, dengan dukungan peralatan dan ruang produksi yang memadai serta kerjasama dengan influencer. Namun, Tsabine Official menghadapi masalah rendahnya engagement rate yang berdampak pada jangkauan akun dan penjualan, serta kekurangan SDM yang menghambat pengelolaan strategi pemasaran media sosial secara optimal. Untuk meningkatkan efektivitas content marketing di Instagram, Tsabine Official perlu optimalisasi konten workshop, rutin kolaborasi dengan brand atau influencer, memanfaatkan iklan berbayar, dan menambah SDM di tim Social Media Marketing.

    Tsabine Official is a Micro Enterprise in the fashion industry, established in 2020. Tsabine utilizes Instagram to build customer engagement through content marketing with the goal of increasing engagement rates. The low engagement rate on Tsabine Official's Instagram account is a challenge affecting the effectiveness of their content marketing efforts. The negative impact of the limited interaction between Tsabine Official and its followers is a decrease in the number of followers who see Tsabine Official’s posts. This research aims to identify the strengths, Weaknesses, opportunities, and threats faced by Tsabine Official, understand effective content marketing strategies, and examine Instagram marketing strategies used by Tsabine Official. The study results show the highest scores for strengths at 2.78, Weaknesses at 0.7, opportunities at 2.02, and threats at 1.67. This places Tsabine Official in Quadrant I, indicating an aggressive strategy. The research indicates that Tsabine Official excels in creating engaging POV (point of view) content for teenage girls, supported by adequate production equipment and space, as well as partnerships with influencers. However, Tsabine Official faces issues with low engagement rates affecting account reach and sales, and a lack of personnel hindering optimal Social Media Marketing management. To enhance the effectiveness of content marketing on Instagram, Tsabine Official should optimize workshop content, routinely collaborate with brands or influencers, utilize paid advertising, and increase personnel in the Social Media Marketing team.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=TvC33sYAAAAJ ID SINTA Dosen Pembimbing: Syti Sarah Maesaroh: 6681118 Adam Hermawan: 6681172
    Uncontrolled Keywords: Content Marketing, Customer Engagement, Manajemen Strategi, Analisis SWOT. Content Marketing, Customer Engagement, Management Strategy, SWOT Analysis.
    Subjects: L Education > L Education (General)
    L Education > LA History of education
    Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
    Depositing User: Nabilah Fitria Kamaludin
    Date Deposited: 04 Sep 2024 06:13
    Last Modified: 04 Sep 2024 06:13
    URI: http://repository.upi.edu/id/eprint/121467

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