SADAM DJOHARI, MUHAMMAD (2025) STRATEGI CONTENT MARKETING PADA ASPEK ENTERTAINS DALAM CONTENT INSTAGRAM @VINDES.STORE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Muhammad Sadam Djohari. Student ID: 6662210039. Undergraduate Thesis. CONTENT MARKETING STRATEGY IN THE ENTERTAINMENT ASPECT OF INSTAGRAM CONTENT @VINDES.STORE. Advisor: Dr. Yoki Yusanto, S.Sos., M.I.Kom. Communication Science Study Program. Faculty of Social and Political Sciences. Sultan Ageng Tirtayasa University. 2025. The development of social media has transformed the way brands communicate with their audiences. Instagram has now become a primary platform for building brand image and maintaining relationships between brands and consumers. In an increasingly competitive digital environment, many brands use entertainment- based content marketing strategies to capture attention and sustain audience engagement. This phenomenon can be seen on the Instagram account @vindes.store, the merchandise brand owned by Vincent Rompies and Deddy Mahendra Desta, which is known for its humorous and interactive promotional content. This study aims to explore how entertainment-based content marketing strategies are implemented by @vindes.store. The method used is descriptive qualitative research, conducted through in-depth interviews with two sources: the key informant and the triangulator. Data analysis refers to McPheat’s (2011) content marketing theory and Hollebeek’s concept of brand engagement, involving three main indicators: cognitive, emotional, and behavioral. The findings show that entertainment acts as the main content pillar that shapes an authentic brand identity and fosters closeness with the audience. Organic and humorous content successfully maintains attention, strengthens emotional connection, and encourages active participation from followers on social media. Keywords: Content Marketing Strategy, Entertains
| Item Type: | Thesis (S1) | ||||||||||||
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| Additional Information: | Muhammad Sadam Djohari. NIM. 6662210039. Skripsi. STRATEGI CONTENT MARKETING PADA ASPEK ENTERTAINS DALAM CONTENT INSTAGRAM @VINDES.STORE. Pembimbing: Dr. Yoki Yusanto, S.Sos., M.I.Kom. Program Studi Ilmu Komunikasi. Fakultas Ilmu Sosial dan Ilmu Politik. Universitas Sultan Ageng Tirtayasa. 2025. Perkembangan media sosial telah mengubah cara brand berkomunikasi dengan audiensnya. Instagram kini menjadi sarana utama dalam membangun citra dan menjaga hubungan antara brand dan konsumen. Dalam persaingan digital yang semakin ketat, banyak brand menggunakan strategi content marketing berbasis hiburan (entertains) untuk menarik perhatian dan mempertahankan keterlibatan audiens. Fenomena ini terlihat pada akun Instagram @vindes.store, brand merchandise milik Vincent Rompies dan Deddy Mahendra Desta, yang dikenal melalui konten promosi bernuansa humor dan interaktif. Penelitian ini bertujuan untuk mengetahui bagaimana strategi content marketing berbasis hiburan diterapkan oleh @vindes.store. Metode yang digunakan adalah kualitatif deskriptif, melalui wawancara mendalam dengan dua narasumber, yaitu key informan, dan triangulator. Analisis data mengacu pada teori content marketing McPheat (2011) dan konsep brand engagement Hollebeek, dengan tiga indikator utama: kognitif, emosional, dan perilaku. Hasil penelitian menunjukkan bahwa aspek hiburan menjadi content pillar utama yang membentuk identitas brand yang autentik dan dekat dengan audiens. Konten yang organik dan humoris mampu menjaga perhatian, menumbuhkan kedekatan emosional, serta mendorong partisipasi aktif pengikut di media sosial. Kata Kunci : Strategi Content Marketing, Hiburan | ||||||||||||
| Uncontrolled Keywords: | Content Marketing Strategy, Entertains Strategi Content Marketing, Hiburan | ||||||||||||
| 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: | Muhammad Sadam Djohari | ||||||||||||
| Date Deposited: | 09 Dec 2025 08:51 | ||||||||||||
| Last Modified: | 09 Dec 2025 08:51 | ||||||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56556 |
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