Danindra, Nessa Ayu (2025) Implementasi Digital Marketing Melalui Platform Instagram dalam Upaya Meningkatkan Brand Awareness pada The Edge Bali Pecatu. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study provides an in-depth examination of the implementation of digital marketing strategies through Instagram as a platform to enhance brand awareness at The Edge Bali Pecatu's. The research problem stems from the phenomenon of a low audience engagement rate on The Edge Bali Pecatu’s Instagram account, especially when compared to competing brands in the surrounding area. The theoretical foundation of this research is built upon the concepts of digital marketing, the use of Instagram as a social media platform, and brand awareness theory. A qualitative approach was employed as the methodological framework, with data collected through direct field observations, in-depth interviews with key informants, and document analysis to enrich contextual understanding. Primary data was obtained through systematic observation of the entire implementation process of digital marketing strategies on The Edge Bali Pecatu’s Instagram account, along with a direct interview with the sole key informant, the hotel's Marketing Communication Supervisor. All collected data were analyzed using a triangulation process that involved data reduction, data presentation, and conclusion drawing. The research findings indicate that the execution of digital marketing strategies via Instagram at The Edge Bali Pecatu's remains suboptimal. This is evident from the repetitive nature of the content, the limited use of interactive Instagram features, and the lack of a structured content planning calendar to generate engaging content ideas that could increase the engagement rate. This study contributes both theoretically and practically to the development of digital marketing strategies in the hospitality sector. As a key output, it proposes a comprehensive content planning calendar for the period of January to December 2026.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Digital Marketing, Social Media, Instagram, Engagement Rate, Content Planning Calendar
Subjects: Ilmu Ekonomi
Ilmu Ekonomi > Ilmu Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Nessa Ayu Danindra
Date Deposited: 25 Aug 2025 08:05
Last Modified: 25 Aug 2025 08:05
URI: https://repository.pnb.ac.id/id/eprint/17307

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