Heriyadi, Rizal (2025) IMPLEMENTASI APLIKASI DIGITAL DINGS DALAM MEMBANGUN ENGAGEMENT RATE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Social media marketing is one of the most widely used digital marketing channels by a business today, such as the brand in the field of technology and electronics, DINGS. The results of the engagement rate metrics on DINGS digital content are still low and inconsistent, have not reached the target, and do not match the number of followers on social media. The purpose of this study is to describe and describe in depth the implementation process of implementing digital content on DINGS social media in building engagement rates and achieving DINGS marketing goals. based on the theory of The Circular Model of SOME from Regina Luttrell, which consists of share, optimize, manage, engage. This research uses a qualitative approach with descriptive research type. This research uses data collection techniques of interviews, observation, and documentation. The results of this study, DINGS in the implementation of its application at the share stage, namely sharing educational, informative, entertainment, promotion content in digital applications, namely Meta and TikTok social media by determining the target audience, and tidying up attractive and varied social media accounts, review content or positive testimonials, and cooperation with KOL or influencers. The optimize stage is understanding the topic of conversation and audience questions, creating content that relates to common problems, optimizing content creation, paid ads and boosting certain content, image and video content formats. The manage stage is creating decks for weekly and monthly reports, quick response for a maximum of 10 minutes, live streaming TikTok. The engage stage is the formulation of problems and solutions, hook techniques and 3 second rules, giveaways, discounts or regular promo events, collaboration with KOLs or influencers.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pemasaran media sosial merupakan salah satu saluran pemasaran digital yang paling banyak digunakan oleh suatu bisnis saat ini, seperti pada merek di bidang teknologi dan elektronik yaitu DINGS. Hasil metriks engagement rate pada konten digital DINGS masih rendah dan tidak konsisten, belum mencapai target, serta tidak sesuai dengan jumlah pengikut di media sosial. Tujuan penelitian ini adalah ingin menguraikan dan mendeskripsikan secara mendalam mengenai proses implementasi penerapan konten digital di media sosial DINGS dalam membangun engagement rate serta mencapai tujuan pemasaran DINGS. dengan didasarkan oleh teori The Circular Model of SOME dari Regina Luttrell, yaitu terdiri dari share, optimize, manage, engage. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Penelitian ini menggunakan teknik pengumpulan data wawancara, observasi, dan dokumentasi. Hasil penelitian ini, DINGS dalam implementasi penerapannya pada tahap share yaitu membagikan konten education, informative, entertainment, promotion di aplikasi digital yaitu media sosial Meta dan TikTok dengan menentukan target audiens, dan merapihkan akun media sosial yang menarik dan variatif, konten review atau testimoni positif, dan kerja sama dengan KOL atau influencers. Tahap optimize yaitu memahami topik perbincangan dan pertanyaan audiens, membuat konten yang relate dengan masalah umum, optimalisasi pembuatan konten, paid ads dan boosting konten tertentu, format konten gambar dan video. Tahap manage yaitu membuat deck untuk weekly dan monthly report, quick response maksimal 10 menit, live streaming TikTok. Tahap engage yaitu rumusan problem and solution, teknik hook dan 3 second rules, giveaway, discount or promo event rutin, kolaborasi dengan KOL atau influencers. | |||||||||
| Uncontrolled Keywords: | Digital Content, Engagement Rate, Social Media Marketing, Social Media Konten Digital, Engagement Rate, Pemasaran Media Sosial, Media Sosia | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Rizal Heriyadi | |||||||||
| Date Deposited: | 03 Mar 2025 03:33 | |||||||||
| Last Modified: | 03 Mar 2025 03:33 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47396 |
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