Hamzah, Rafif (2025) PERAN COPYWRITING DALAM MEMBANGUN FUNNEL MARKETING SOSIAL MEDIA INSTAGRAM ONE THIRD CONSULTING ABROAD. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research is compiled based on the development of the marketing world using digital elements as a promotional tool, one of which is Copywriting. By utilizing Copywriting to build or achieve promotional stages called Funnel Marketing through social media. This study aims to find out about the Role of Copywriting in Building Instagram Social Media Marketing Funnels with the Attention, Interest, Desire, Action (AIDA) model from Elmo Lewis. This research is Descriptive Qualitative with data collection techniques through interviews, observations, and documentation. The results of this study are building Attention in the form of IG Reels content, the use of appropriate language and words, theme selection, audience POV topics, copy structure, good visual content, headlines that can touch the audience, research on trends and competitors are key factors in building the Attention stage. Interest in the form of IG Stories, Instagram interaction features, information themes, relevant and related topics, invitation techniques, peak follower publication strategies, and trend times are the keys to building Interest. Desire in the form of IG Feeds, promotional topics/product knowledge, testimonials, reviews, audience POV, inspiring themes, use of short but concise words, and suitable formulas are the keys to building Desire. Action in the form of IG Reels and Stories, invitation techniques, product knowledge/promotional topics and social proof, inspiring themes, premium ads, peak time publication strategies and schedule variations are the keys to building Action.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini disusun berdasarkan perkembangan dunia marketing menggunakan elemen digital sebagai alat promosi, salah satunya ialah Copywriting. Dengan memanfaatkan Copywriting untuk membangun atau mencapai tahapan promosi yang disebut Funnel Marketing melalui sosial media. Penelitian ini bertujuan untuk mengetahui tentang bagaimana Peran Copywriting Dalam Membangun Funnel Marketing Sosial Media Instagram dengan model Attention, Interest, Desire, Action (AIDA) dari Elmo Lewis. Penelitian ini bersifat Deskriptif Kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil dalam penelitian ini yaitu membangun Attention berupa konten IG Reels, penggunaan bahasa dan kata yang tepat, pemilihan tema, topik POV audiens, struktur copy, visual konten yang baik, headline yang mampu menyentuh audiens, riset terhadap trend dan kompetitor menjadi faktor kunci dalam membangun tahap Attention. Interest dalam bentuk IG Story, fitur interaksi Instagram, tema informasi, topik relevan dan relate, teknik ajakan, strategi publikasi waktu puncak followers, dan waktu trend menjadi kunci dalam membangun Interest. Desire dalam bentuk IG Feeds, topik promosi/product knowledge, testimoni, ulasan, POV audiens, tema inspiratif, penggunaan kata singkat namun padat, dan formula yang cocok menjadi kunci dalam membangun Desire. Action dalam bentuk IG Reels dan Story, teknik ajakan, topik product knowledge/promosi dan social proof, tema inspiratif, premium ads, strategi publikasi waktu puncak dan variasi jadwal menjadi kunci dalam membangun Action. | ||||||
| Uncontrolled Keywords: | Copywriting, Marketing Communication, Social Media Copywriting, Marketing Komunikasi, Sosial Media | ||||||
| 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: | Rafif Hamzah | ||||||
| Date Deposited: | 03 May 2025 02:40 | ||||||
| Last Modified: | 03 May 2025 02:40 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48449 |
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