Rian Ardiansah, - (2024) PENGEMBANGAN STRATEGI CONTENT MARKETING UNTUK MENINGKATKAN ENGAGEMENT RATE MENGGUNAKAN METODE DESIGN THINKING. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini didasarkan pada studi pendahuluan di Kepatok Coffee mengenai permasalah content marketing. Temuan awal adanya inkonsistensi unggahan content yang terdapat pada instagram. Hal tersebut menjadi berimbas pada keefektifan dari engagement instagram. Adanya permasalahan mengenai pembuatan content marketing menjadikan content yang terlihat tidak berkembang dan terkesan hanya menampilkan gambar-gambar saja. Oleh karena itu, peneliti bermaksud mengembangkan strategi content marketing untuk meningkatkan engagement sebagai solusi dari permasalahan yang ada. Tujuan penelitian ini yaitu untuk mengidentifikasi lebih jauh permasalahan-permasalahan yang lain, mengetahui solusi content marketing, memahami perancangan, menganalisis kelayakan serta mengetahui evaluasi content marketing. Metode pada penelitian ini yaitu menggunakan metode design thinking menurut Lewrick yang terbagi menjadi 6 tahap yaitu understand, Observe, Define Point of View, Ideate, Prototype, dan Test. Penelitian ini memperoleh hasil validasi guidelines oleh para ahli dan dikatakan layak untuk diuji cobakan. Selanjutnya, hasil uji coba guidelines dikatakan layak digunakan sebagai kerangka dalam pembuatan content marketing. Produk akhir yang dihasilkan dari penelitian ini yaitu content marketing guidelines. This research is based on a preliminary study at Kepatok Coffee regarding content marketing issues. Initial findings indicated inconsistencies in content uploads on Instagram, which affected the effectiveness of Instagram engagement. The issues related to content marketing creation resulted in content that appeared underdeveloped and seemed to only display images. Therefore, the researcher intends to develop a content marketing strategy to improve engagement as a solution to the existing problems. The purpose of this research is to further identify other issues, find content marketing solutions, understand the design process, analyze the feasibility, and evaluate content marketing. The method used in this research is the design thinking method according to Lewrick, which is divided into 6 stages: Understand, Observe, Define Point of View, Ideate, Prototype, and Test. This research resulted in the validation of guidelines by experts, which were deemed feasible for trial. Furthermore, the trial results of the guidelines were considered suitable to be used as a framework for content marketing creation. The final product of this research is the content marketing guidelines.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_BD_2009885_Title.pdf Download (816kB) |
|
Text
S_BD_2009885_Chapter 1.pdf Download (536kB) |
|
Text
S_BD_2009885_Chapter 2.pdf Restricted to Staf Perpustakaan Download (543kB) |
|
Text
S_BD_2009885_Chapter 3.pdf Download (527kB) |
|
Text
S_BD_2009885_Chapter 4.pdf Restricted to Staf Perpustakaan Download (6MB) |
|
Text
S_BD_2009885_Chapter 5.pdf Download (263kB) |
|
Text
S_BD_2009885_Appendix.pdf Restricted to Staf Perpustakaan Download (5MB) |
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar : https://scholar.google.com/citations?view_op=list_works&hl=id&authuser=2&user=c7H7kqMAAAAJ ID SINTA Dosen Pembimbing : Syti Sarah Maesaroh: 6681118 Asep Nuryadin: 6745757 |
| Uncontrolled Keywords: | Content Marketing Guidelines, Engagement Rate, Content Marketing |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Rian Ardiansah |
| Date Deposited: | 14 Oct 2024 07:35 |
| Last Modified: | 14 Oct 2024 07:35 |
| URI: | http://repository.upi.edu/id/eprint/126213 |
Actions (login required)
 |
View Item |