eprintid: 58621 rev_number: 17 eprint_status: archive userid: 25365 dir: disk0/00/05/86/21 datestamp: 2026-03-05 03:58:03 lastmod: 2026-03-05 03:58:03 status_changed: 2026-03-05 03:58:03 type: thesis metadata_visibility: show creators_name: NADITYA FAIZA, RAMADHAN creators_id: 5502220026 contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Fadhilah,, S.I.Kom., M.M contributors_name: Lina Affifatusholihah,, S.E.I.. S.Pd. M.Sc. contributors_id: 199202042019032025 contributors_id: 199304082019032024 corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA corp_creators: Fakultas Ekonomi dan Bisnis corp_creators: PROGRAM STUDI D-III MANAJEMEN title: IMPLEMENTASI STRATEGI CONTENT MARKETING PADA MEDIA SOSIAL INSTAGRAM IHC RUMAH SAKIT KRAKATAU MEDIKA ispublished: pub subjects: HB divisions: FEB divisions: D3Marketing full_text_status: restricted keywords: Pemasaran Konten, Instagram, Rumah Sakit, pemasaran digital content marketing, Instagram, hospital, digital marketing note: Pemanfaatan media sosial sebagai sarana pemasaran digital menjadi strategi penting bagi institusi kesehatan, khususnya dalam menyampaikan informasi secara cepat dan visual. Penelitian ini bertujuan untuk menganalisis implementasi strategi content marketing pada media sosial Instagram IHC Rumah Sakit Krakatau Medika serta mengidentifikasi hambatan yang dihadapi dalam penerapannya. Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Analisis penelitian mengacu pada konsep Marketing 4.0 yang meliputi tahapan penetapan tujuan, pemetaan audiens, perancangan dan pembuatan konten, distribusi, amplifikasi, serta evaluasi konten. Hasil penelitian menunjukkan bahwa Instagram dimanfaatkan sebagai media promosi, edukasi kesehatan, dan komunikasi dua arah dengan masyarakat melalui konten visual yang informatif dan humanis. Namun, masih terdapat hambatan berupa keterbatasan waktu tenaga medis, keberagaman audiens, serta perubahan algoritma media sosial. Penelitian ini memberikan kontribusi dalam kajian komunikasi pemasaran kesehatan melalui penerapan konsep Marketing 4.0 pada strategi content marketing rumah sakit di media sosial abstract: The use of social media as a digital marketing tool has become an important strategy for healthcare institutions, particularly in delivering information quickly and visually. This study aims to analyze the implementation of content marketing strategies on Instagram social media at IHC Krakatau Medika Hospital and to identify the obstacles encountered in their implementation. The research method employed is a descriptive qualitative approach, with data collection techniques including interviews, observation, and documentation. The analysis is based on the Marketing 4.0 concept, which consists of goal setting, audience mapping, content planning and creation, distribution, amplification, and content evaluation. The results indicate that Instagram is utilized as a medium for promotion, health education, and twoway communication with the public through informative and humanistic visual content. However, several challenges remain, such as limited time availability of medical personnel, audience diversity, and changes in social media algorithms. This study contributes to the field of health marketing communication through the application of the Marketing 4.0 concept in hospital content marketing strategies on social media date: 2026 date_type: published pages: 75 institution: UNIVERSITAS SULTAN AGENG TIRTAYASA department: FAKULTAS EKONOMI DAN BISNIS thesis_type: diploma thesis_name: dphil citation: NADITYA FAIZA, RAMADHAN (2026) IMPLEMENTASI STRATEGI CONTENT MARKETING PADA MEDIA SOSIAL INSTAGRAM IHC RUMAH SAKIT KRAKATAU MEDIKA. D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA. document_url: https://eprints.untirta.ac.id/58621/1/Naditya%20Faiza%20Ramadhan_5502220026_01.pdf document_url: https://eprints.untirta.ac.id/58621/2/Naditya%20Faiza%20Ramadhan_5502220026_02.pdf document_url: https://eprints.untirta.ac.id/58621/3/Naditya%20Faiza%20Ramadhan_5502220026_03..pdf document_url: https://eprints.untirta.ac.id/58621/4/Naditya%20Faiza%20Ramadhan_5502220026_04.pdf document_url: https://eprints.untirta.ac.id/58621/5/Naditya%20Faiza%20Ramadhan_5502220026_05.pdf document_url: https://eprints.untirta.ac.id/58621/6/Naditya%20Faiza%20Ramadhan_5502220026_Lamp.pdf document_url: https://eprints.untirta.ac.id/58621/7/Naditya%20Faiza%20Ramadhan_5502220026_Fulltext.pdf