Riemas Aliet Kusmiati, - (2025) STRATEGI PEMASARAN BRAND-GENERATED CONTENT PADA INSTAGRAM DAN TIKTOK (Studi Kasus pada Khalifah Tour). S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk menganalisis bagaimana implementasi strategi Brand-Generated Content (BGC) Khalifah Tour dalam pemasaran media sosial serta mengidentifikasi faktor-faktor yang memengaruhi keberhasilan strategi tersebut. Penelitian berfokus untuk memahami fenomena BGC dalam konteks social media-induced tourism, khususnya melalui platform Instagram dan TikTok. Penelitian ini menggunakan metode kualitatif-studi kasus, dengan pengumpulan data melalui wawancara semi-terstruktur dengan lima orang tim Manajemen Pemasaran Khalifah Tour dan dua puluh orang followers akun media sosial Khalifah Tour yang dipilih sebagai informan kunci. Hasil dari penelitian ini menunjukkan bahwa: 1) Implementasi strategi BGC Khalifah Tour berhasil meningkatkan interaksi audiens, kepercayaan pelanggan, dan kesadaran merek melalui konten yang menarik, relevan, dan konsisten. 2) Faktor-faktor yang memengaruhi keberhasilan strategi ini meliputi kualitas konten, konsistensi publikasi, dan keterlibatan aktif audiens dalam berbagi pengalaman melalui media sosial. ; This study aims to analyze the implementation of Khalifah Tour’s Brand-Generated Content (BGC) strategy in social media marketing and identify the factors influencing its success. The research focuses on understanding the BGC phenomenon in the context of social media-induced tourism, particularly through platforms such as Instagram and TikTok. This study employs a qualitative case study method, with data collected through semi-structured interviews with five members of Khalifah Tour’s Marketing Management team and twenty followers of Khalifah Tour’s social media accounts, selected as the key informants. The findings of this study indicate that: 1) The implementation of Khalifah Tour’s BGC strategy successfully enhances audience engagement, customer trust, and brand awareness through engaging, relevant, and consistent content. 2) The factors influencing the success of this strategy include content quality, publication consistency, and active audience involvement in sharing experiences through social media.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_MPP_1901433_Title.pdf Download (877kB) |
|
Text
S_MPP_1901433_Chapter1.pdf Download (281kB) |
|
Text
S_MPP_1901433_Chapter2.pdf Restricted to Staf Perpustakaan Download (294kB) |
|
Text
S_MPP_1901433_Chapter3.pdf Download (292kB) |
|
Text
S_MPP_1901433_Chapter4.pdf Download (536kB) |
|
Text
S_MPP_1901433_Chapter5.pdf Download (254kB) |
|
Text
S_MPP_1901433_Appendix.pdf Restricted to Staf Perpustakaan Download (4MB) |
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=K-rfMHMAAAAJ&hl=en SINTA ID : 6127535 |
| Uncontrolled Keywords: | Brand-Generated Content (BGC), Social Media-Induced Tourism, Pemasaran Media Sosial; Brand-Generated Content (BGC), Social Media-Induced Tourism, Social Media Marketing |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Riemas Aliet Kusmiati |
| Date Deposited: | 26 Feb 2025 08:05 |
| Last Modified: | 26 Feb 2025 08:05 |
| URI: | http://repository.upi.edu/id/eprint/131232 |
Actions (login required)
 |
View Item |