Aqilah, Amelia (2025) STRATEGI CONTENT MARKETING INSTAGRAM: KOLABORASI INFLUENCER NAGITA SLAVINA UNTUK BRAND AWARENESS ZEN TABLEWARE PT. INDO PORCELAIN. D3 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The purpose of this final project is to understand the Instagram content marketing strategy of influencer Nagita Slavina for Brand Awareness of ZEN Tableware and to identify the obstacles that affect the Instagram content marketing strategy of influencer Nagita Slavina for Brand Awareness of ZEN Tableware at PT. Indo Porcelain. The writing method used is qualitative descriptive method. The type of data was obtained from Followers and the social media specialist division, in addition, data was also collected from content uploaded on the Instagram account @zentableware. The results of the final project show that the Instagram content marketing strategy of influencer Nagita Slavina has proven to enhance brand awareness of ZEN Tableware at PT. Indo Porcelain. This strategy includes eight approaches, namely, Instagram Feed, Reels, Stories, Giveaway, Discounts, Public Relation Package, Event Launching, and Cake Decoration Workshop, with a campaign themed "Color Therapy". The collaboration of influencer Nagita Slavina is very influential in brand awareness, as evidenced by a significant increase in the metrics of impressions and reach. Analysis of interviews with followers shows an increase in brand awareness based on four indicators, namely 1) Top of Mind, 2) Brand Recall, 3) Brand Recognition, 4) Unaware of Brand. Thus, influencer collaboration becomes an effective strategy in enhancing brand awareness through content marketing on social media.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tujuan penyusunan Tugas Akhir ini adalah untuk mengetahui Strategi Content Marketing Instagram Kolaborasi Influencer Nagita Slavina Untuk Brand awareness ZEN Tableware dan untuk mengetahui kendala apa saja yang mempengaruhi strategi content marketing Instagram kolaborasi Influencer Nagita Slavina untuk brand awareness ZEN Tableware PT. Indo Porcelain. Metode penulisan yang digunakan adalah metode deskriptif kualitatif. Jenis data didapat dari Followers dan Divisi Social Media Specialist, selain itu data juga dikumpulkan melalui konten yang diunggah pada akun Instagram @zentableware. Hasil Tugas Akhir memperlihatkan bahwa strategi content marketing Instagram kolaborasi Influencer Nagita Slavina terbukti meningkatkan brand awareness ZEN Tableware PT. Indo Porcelain. Strategi ini mencakup delapan pendekatan, yaitu, Instagram Feed, Reels, Stories, Giveaway, Diskon, Public Relation Package, Event Launching, dan Workshop Cake Decoration, dengan kampanye bertema “Color Therapy”. Kolaborasi Influencer Nagita Slavina sangat berpengaruh dalam brand awareness, terbukti adanya peningkatan signifikan pada metrik tayangan (Impressions), dan jangkauan (Reach). Analisis wawancara dengan Followers menunjukkan adanya peningkatan brand awareness berdasarkan empat indikator, yaitu 1)Top of Mind, 2)Brand Recall, 3)Brand Recognition, 4)Unaware of Brand. Dengan demikian, kolaborasi Influencer menjadi strategi yang efektif dalam meningkatkan brand awareness melalui content marketing di media sosial. | |||||||||
| Uncontrolled Keywords: | Brand awareness, Influencer, Instagram, Nagita Slavina, Content marketing strategy, ZEN Tableware. Brand awareness, Influencer, Instagram, Nagita Slavina, Strategi Content marketing, ZEN Tableware | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Mrs Amelia Aqilah Amel | |||||||||
| Date Deposited: | 08 Sep 2025 08:03 | |||||||||
| Last Modified: | 08 Sep 2025 08:03 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53787 |
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