Apsari, Komang Maharani Savitri (2025) Strategi Pemasaran Konten melalui Instagram dalam Meningkatkan Brand Awareness pada Kayumanis Nusa Dua sebagai Luxury Brand Villa. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to explore the implementation and formulate content marketing strategies through Instagram to increase brand awareness of Kayumanis Nusa Dua as a luxury villa brand. The background of this research stems from the relatively low contribution of Instagram to brand awareness compared to other channels such as the official website, even though Instagram is considered a visually potent platform to reinforce luxury brand image. This study employs a descriptive qualitative approach with data collection techniques including interviews with two marketing staff and one guest of Kayumanis Nusa Dua, observation, and documentation. The data were analyzed using the Miles and Huberman model and further supported by thematic analysis through NVivo software. The findings reveal that the current content marketing implementation on Instagram lacks strategic structure, as indicated by the absence of a formal content plan, limited human resources, and inconsistent luxury tone. The proposed strategy is based on eight indicators by Pinaria & Sumartini. (2023), which include setting objectives, audience segmentation, content planning and distribution, as well as performance evaluation and development. Key aspects such as storytelling, influencer collaboration, and content performance evaluation need improvement to more effectively reach the luxury audience segment. This research contributes theoretically to the field of digital content marketing studies and offers practical recommendations for management in optimizing social media strategies, particularly in the luxury hospitality sector.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Content Marketing Strategy, Instagram, Brand Awareness, Luxury Brand
Subjects: Ilmu Ekonomi
Ilmu Ekonomi > Ilmu Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Komang Maharani Savitri Apsari
Date Deposited: 25 Aug 2025 08:00
Last Modified: 25 Aug 2025 08:00
URI: https://repository.pnb.ac.id/id/eprint/17295

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