Strategi PT KMB Membentuk Customer Engagement Melalui Content Marketing: Analisis Konten di Media Sosial Instagram @Kencana.Bajaringan. (PT KMB's Strategy to Shape Customer Engagement Through Content Marketing: Content Analysis on Instagram @Kencana.Bajaringan Social Media).

Widyatma, Ilmy Daviq (2024) Strategi PT KMB Membentuk Customer Engagement Melalui Content Marketing: Analisis Konten di Media Sosial Instagram @Kencana.Bajaringan. (PT KMB's Strategy to Shape Customer Engagement Through Content Marketing: Content Analysis on Instagram @Kencana.Bajaringan Social Media). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the digital era, social media has become one of the main platforms used by companies to interact with consumers. This research aims to analyze the strategies of PT Kencana Maju Bersama in building customer engagement through content marketing on the Instagram account @kencana.bajaringan. The study employs content analysis methods on posts from the Instagram account @kencana.bajaringan, covering the last six months. Data was collected by observing the types of content published, including images, videos, and text, as well as the responses from the account’s followers in the form of likes, comments, and shares. The results of the study indicate that PT Kencana Maju Bersama utilizes various types of content to enhance customer engagement. Informative content about products, usage tutorials, customer testimonials, and interactive content such as quizzes and giveaways have proven effective in capturing attention and increasing interaction with followers. A consistent and relevant content marketing strategy aligned with the needs and interests of consumers successfully builds strong engagement. Additionally, the use of appealing visuals and communicative captions are key factors in attracting interest and maintaining customer loyalty. This research provides insights for other companies in optimizing the use of social media as a tool to build customer engagement through content marketing. It is hoped that these findings can serve as a reference in developing more effective digital marketing strategies in the future.

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