Penggunaan Media Sosial Instagram InFrame Photo & Studio dalam Membentuk Customer Engagement. (Use of Instagram InFrame Photo & Studio Social Media in Forming Customer Engagement).

Vyarsa, Athallanda Kevin (2024) Penggunaan Media Sosial Instagram InFrame Photo & Studio dalam Membentuk Customer Engagement. (Use of Instagram InFrame Photo & Studio Social Media in Forming Customer Engagement). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Customer Engagement is a form of consumer involvement with a brand, where emotional interactions occur between consumers and the company. Customer engagement can be formed through the implementation of marketing communication strategies that have been designed in a structured manner by the company. Implementing this marketing communication strategy can then increase consumer engagement with the products or services offered by the company. This research aims to determine customer engagement that is formed on Instagram social media InFrame Photo&Studio. This type of research is descriptive research that uses a qualitative approach. Data collection was carried out through interviews with the content creator of InFrame Photo&Studio and two previous customers of InFrame Photo&Studio. Data analysis uses data collection, data reduction, data presentation, and drawing conclusions. The results of this research are that InFrame Photo&Studio uses Instagram to form their customer engagement. The application of marketing communication strategies to form customer engagement via Instagram includes sales promotion, digital marketing, online strength and digital content, as well as words of mouth. Features on Instagram such as likes, comments, direct messages, and hashtags are also important factors in forming customer engagement by facilitating the interaction process between consumers and InFrame Photo&Studio.

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