STRATEGI KONTEN EDUKATIF INSTAGRAM RUANGGURU UNTUK MENDORONG MINAT BELAJAR GENERASI Z (Studi Deskriptif pada konten Clash of Champions)

Aulia Nindya Batari Devie, . (2026) STRATEGI KONTEN EDUKATIF INSTAGRAM RUANGGURU UNTUK MENDORONG MINAT BELAJAR GENERASI Z (Studi Deskriptif pada konten Clash of Champions). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research aims to analyze the Instagram social media strategy implemented by Ruangguru in the "Clash of Champions" program and its influence on fostering learning interest among Generation Z using a qualitative case study approach. Guided by Regina Luttrell’s Circular Model of SoMe (Share, Optimize, Manage, Engage) framework, data were collected through in-depth interviews with Ruangguru’s digital marketing team and non-participant observation of the @Ruangguru Instagram account during the program's airing period from June 15 to August 17, 2024. The findings indicate that Ruangguru successfully implemented a comprehensive strategy by targeting an audience aged 11–21 through edutainment-based content that aligns with Generation Z's visual trends. By managing responsive interactions and building emotional resonance—positioning program participants as organic influencers, Ruangguru effectively transformed the perception of learning into an activity that is enjoyable, prestigious, and inspiring. This study concludes that the synergy between educational values and authentic new media approaches can significantly enhance engagement and learning interest among the younger generation.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411229] [Pembimbing: Vinta Sevilla] [Penguji 1: Aan Setiadarma] [Penguji 2: Lusia Handayani]
Uncontrolled Keywords: Clash of Champions; Generasi Z; Instagram; Minat Belajar; Strategi Media Sosial
Subjects: 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: AULIA NINDYA BATARI DEVIE
Date Deposited: 23 Apr 2026 02:38
Last Modified: 23 Apr 2026 02:38
URI: http://repository.upnvj.ac.id/id/eprint/42918

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