Raisya Khairani, . (2026) STRATEGI KOMUNIKASI PEMASARAN DIGITAL AGENCY RUMPUT TETANGGA DALAM PENGEMBANGAN BRAND EMERON LOVELY DI INSTAGRAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the digital marketing communication strategies implemented by Rumput Tetangga Agency in Emeron Lovely’s Instagram communications and to identify their contribution to brand development. This study employs a qualitative approach using the case study method. Data were collected through in-depth interviews, observations, and documentation, and were then analyzed inductively using the SOSTAC model as the analytical framework. The results show that Rumput Tetangga Agency’s involvement transformed the management of Emeron Lovely’s Instagram communication from a previously relatively generic posting pattern into a more planned and integrated approach. In the Situation phase, the agency evaluated the account’s condition, audience characteristics, content types, audience responses, and relevant trends. In the Objectives phase, communication goals were focused on increasing brand awareness and engagement. Strategies were implemented through educational, interactive, storytelling, and soft-selling content, while tactics were executed via Reels, consistent posting, the use of KOLs, captions, hashtags, and specific moments. The Action stage was evident through cross-departmental division of labor, production processes, coordination, and approval with the brand, while the Control stage was carried out through monitoring of insights, engagement, views, reach, and audience responses. Research findings indicate that brand development through digital communication should not be evaluated solely based on high engagement levels; it is also necessary to consider brand identity consistency, audience perception, brand differentiation, and broader brand indicators.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411256] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Ahmad Zakki Abdullah] [Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | Digital marketing communication, communication strategy, SOSTAC, Instagram, agency, brand awareness |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| 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: | RAISYA KHAIRANI |
| Date Deposited: | 04 Sep 2026 02:57 |
| Last Modified: | 04 Sep 2026 07:00 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53941 |
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