Casey Cataline Melagro Purba, . (2026) STRATEGI DIGITAL GERAKAN LITERASI INDONESIA BOOK PARTY DALAM MEMBANGUN ENGAGEMENT DI INSTAGRAM @INDOBOOKPARTY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study is motivated by the use of Instagram as a digital communication space for literacy movements amid a fast, visual, and competitive digital culture. The research problem concerns how Indonesia Book Party develops its digital strategy through the Instagram account @indobookparty to build qualitative audience engagement during August–October 2025. This study aims to analyze Indonesia Book Party’s digital strategy through the use of Instagram features in building qualitative audience engagement. This research employed a qualitative approach with a single case study method. Data were collected through digital observation of visual feeds, one Reels post, one Story, one Carousel post, one collaborative post, semi-structured interviews with five internal informants and five followers, and documentation of Instagram content. The findings show that IBP’s digital strategy is constructed through visual identity management, communicator credibility, light yet critical message packaging, and the use of Instagram features according to their communicative functions. IBP uses feeds to establish visual identity, Reels to create humanistic closeness, Story to build personal interaction, Carousel to deliver gradual messages, and collaborative post to strengthen credibility. Qualitative engagement emerges through relatability, emotional closeness, trust, reflective responses, a sense of belonging, and the reinterpretation of reading as a meaningful activity. This study concludes that Instagram @indobookparty functions as a persuasive communication space that builds qualitative relationships between the literacy community and its followers. The success of IBP’s digital strategy lies not in numerical performance, but in the quality of meaning, relationships, and audience engagement.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411077] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Damayanti] [Penguji 2; Chairun Nisa Zempi] |
| Uncontrolled Keywords: | Digital strategy, Indonesia Book Party, Instagram, Literacy movement, Qualitative engagement. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology P Language and Literature > P Philology. Linguistics |
| 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: | CASEY CATALINE MELAGRO PURBA |
| Date Deposited: | 31 Aug 2026 08:22 |
| Last Modified: | 31 Aug 2026 08:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53706 |
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