ANALISIS STRATEGI KOMUNIKASI DIGITAL CONTENT MARKETING PADA AKUN MEDIA SOSIAL YOUTUBE SETIR KANAN DALAM MEMPERKUAT BRAND ENGAGEMENT

Narendra Wicaksana, . (2024) ANALISIS STRATEGI KOMUNIKASI DIGITAL CONTENT MARKETING PADA AKUN MEDIA SOSIAL YOUTUBE SETIR KANAN DALAM MEMPERKUAT BRAND ENGAGEMENT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Social media serves as a channel for managing content marketing strategies, providing space for interaction between audiences and brands. The interactive nature of social media platforms is utilized by brands to maintain or enhance brand engagement. This study aims to analyze the communication strategies employed by the YouTube social media account "Setir Kanan" in the context of content marketing, focusing on how these strategies can strengthen brand engagement. This research employs a qualitative approach with data collection methods including observation, interviews, and documentation. The data analysis relies on the AIDMA theory and is conducted through three main steps: data reduction, data display, and data verification. The findings of this study indicate that "Setir Kanan" has successfully implemented effective digital content marketing communication strategies. The approaches undertaken include goal setting, audience mapping, content ideation and planning, content creation, content distribution, content amplification, content marketing evaluation, and content marketing improvement.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 1710411217] [Pembimbing : Windhi Tia Saputra] [Penguji 1 : Lusia Handayani] [Penguji 2 : Garcia Krisnando Nathanael]
Uncontrolled Keywords: Brand Engagement, Digital Content Marketing, Setir Kanan, Social Media, YouTube
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: NARENDRA WICAKSANA
Date Deposited: 25 Sep 2024 06:43
Last Modified: 25 Sep 2024 06:43
URI: http://repository.upnvj.ac.id/id/eprint/33612

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