DEWI, TARISA CITRA (2025) ANALISIS 4C SOCIAL MEDIA MARKETING KONTEN INSTAGRAM REELS CLOZETTE INDONESIA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The problem addressed in this study is how the digital communication strategy implemented by Clozette Indonesia through Instagram Reels content can expand audience reach and maintain their position amid the increasingly competitive digital media landscape, particularly in the beauty, fashion, and lifestyle sectors. This study aims to analyze the Reels content strategy on the Instagram account @clozetteid using the 4C framework of Social Media Marketing: Context, Communication, Collaboration, and Connection. A qualitative approach is employed, with the unit of analysis consisting of Reels content from the @clozetteid account and in-depth interviews with internal parties at Clozette Indonesia. The results of the study indicate that the success of Reels content is influenced by the strength of context relevant to current trends and audience needs, clarity in visual and narrative communication, collaboration with creators, and the ability to build emotional connections with the audience. In conclusion, an effective digital communication strategy on Instagram requires a deep understanding of audience dynamics and social media trends.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Permasalahan dalam penelitian ini adalah bagaimana strategi komunikasi digital yang diterapkan oleh Clozette Indonesia melalui konten Instagram Reels dapat memperluas jangkauan audiens dan mempertahankan posisi mereka di tengah persaingan media digital yang semakin kompetitif, khususnya di sektor beauty, fashion, dan lifestyle. Penelitian ini bertujuan untuk menganalisis strategi konten Reels pada akun Instagram @clozetteid dengan menggunakan pendekatan 4C dalam Social Media Marketing, yaitu Context, Communication, Collaboration, dan Connection. Penelitian ini menggunakan pendekatan kualitatif dengan unit analisis berupa konten Reels di akun @clozetteid serta wawancara mendalam dengan pihak internal Clozette Indonesia. Hasil penelitian menunjukkan bahwa keberhasilan konten Reels dipengaruhi oleh kekuatan konteks yang relevan dengan tren dan kebutuhan audiens, kejelasan komunikasi visual dan naratif, kolaborasi dengan kreator, serta kemampuan membangun koneksi emosional dengan audiens. Kesimpulannya, strategi komunikasi digital yang efektif pada Instagram membutuhkan pemahaman yang mendalam terhadap dinamika audiens dan tren media sosial. | ||||||
| Uncontrolled Keywords: | Instagram Reels, Clozette Indonesia, Social Media Marketing, 4C Instagram, Reels, Clozette Indonesia, Social media marketing, 4C | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | mrs Tarisa citra | ||||||
| Date Deposited: | 10 Sep 2025 01:48 | ||||||
| Last Modified: | 10 Sep 2025 01:48 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53941 |
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