Perancangan Desain Konten Pemasaran pada Media Sosial Fly Bali dengan Pendekatan Design Thinking

Krisnanda, Muhammad Aldy (2025) Perancangan Desain Konten Pemasaran pada Media Sosial Fly Bali dengan Pendekatan Design Thinking. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

Social media has become a primary channel in digital marketing strategies, particularly within the tourism industry, which relies heavily on visual appeal and storytelling. PT Fly Bali Indoaviasi, a Bali-based helicopter tourism service provider, faced challenges in optimizing its social media content, previously considered monotonous and less representative of the brand identity. This study aims to redesign Fly Bali’s marketing content using the Design Thinking approach to develop a more communicative, relevant, and audience-centered strategy. A descriptive qualitative method was employed, applying the five stages of Design Thinking: Empathize, Define, Ideate, Prototype, and Test. Data were collected through interviews, observations, visual documentation, and content performance analysis. The findings indicate that the redesigned content successfully enhanced digital marketing performance, achieving a total of 597,506 impressions, with Stories dominating the format (63.5%) and a significant share of viewers (75.1%) coming from non-followers. These results demonstrate the effectiveness of Design Thinking in producing marketing content that not only increases audience engagement but also strengthens brand identity. The study contributes both theoretically and practically by offering a framework for applying Design Thinking in digital marketing content development, particularly in creative tourism industries where visual branding and storytelling play a crucial role in attracting potential customers.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Design Thinking, Media Sosial, Konten Pemasaran, Strategi Digital, Fly Bali
Subjects:	Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions:	Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User:	Muhammad Aldy Krisnanda
Date Deposited:	09 Sep 2025 05:33
Last Modified:	09 Sep 2025 05:33
URI:	https://repository.pnb.ac.id/id/eprint/19802

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