Rosalind, Ovhelia Annisa (2025) Strategi Content Marketing dalam Meningkatkan Engagement Followers di Instagram (Studi Kasus Pada Client PT. Windhu Bali Utama). Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The rapid growth of digital technology has transformed business communication, with social media—particularly Instagram—playing a vital role in shaping brand engagement. This study examines how the content marketing strategy of PT. Windhu Bali Utama supports Warna Co-working Bali in enhancing follower engagement on Instagram. Using a qualitative case study approach, the research analyzes diverse content formats, including promotional posts, user-generated content (UGC), educational material, and interactive features such as Reels and Stories. Findings reveal that strategies emphasizing relevance, consistency, creativity, and community building significantly improve audience engagement. Storytelling and personalized messaging foster stronger emotional connections with followers, reflecting established frameworks such as AIDA, Social Media Engagement Theory, and the 4C Content Strategy Model. The study further highlights that careful planning, ideation, production, and distribution—implemented without reliance on paid promotions or influencers—can drive sustainable organic growth in engagement. Theoretically, this research contributes to the integration of content marketing and social media engagement concepts. Practically, it offers insights for digital marketing practitioners and co-working space businesses seeking to enhance their digital presence. The study also recommends further exploration of community-driven marketing strategies in other creative industries through platforms like Instagram.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Content Marketing, Instagram, Engagement, Digital Marketing, Social Media Engagement, Engagement Followers.
Subjects: Ilmu Ekonomi
Ilmu Ekonomi > Ilmu Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User: Ovhelia Annisa Rosalind
Date Deposited: 29 Aug 2025 07:54
Last Modified: 29 Aug 2025 07:57
URI: https://repository.pnb.ac.id/id/eprint/18158

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