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PENERAPAN CONTENT CREATOR PADA PRODUK KULINER DALAM MEMBANGUN CUSTOMER ENGAGEMENT (Studi Pada Content Creator Paradista Coffee Malang)

Choirunissyah, Nadia (2019) PENERAPAN CONTENT CREATOR PADA PRODUK KULINER DALAM MEMBANGUN CUSTOMER ENGAGEMENT (Studi Pada Content Creator Paradista Coffee Malang). Undergraduate (S1) thesis, University Of Muhammadiyah Malang.

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Abstract

The purpose of this study was to determine the application of content creator conducted by Paradista Coffee in building customer engagement through the management of Instagram @paradistacoffee content. In marketing content, the most important thing that companies must do is to build customer engagement and create two-way communication between the company and its customers through social media. Therefore we need people who are experts in creating content that is content creator, a person who makes information then transformed into images, videos and writing. This study uses a qualitative approach with descriptive research type. Data obtained through observation, interviews, and documentation. Data analysis techniques using the stage of data collection, data condensation, data presentation, verification and conclusion drawing.The results of the study show that content marketing created by Paradista Coffee content creators and distributed through Instagram social media can build customer engagement. This is measured through the 7 (seven) dimensions of customer engagement namely enjoyment, enthusiasm, attention, absorption, sharing, learning, and endorsing.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510040311302
Thesis Advisors: Novin Farid Styo W (0719118402), M. Himawan Sutanto (0724047601)
Keywords: Content Creator, Customer Engagement
Subjects: L Education > L Education (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: 201510040311302
Date Deposited: 22 Oct 2019 02:29
Last Modified: 22 Oct 2019 02:29
URI : http://eprints.umm.ac.id/id/eprint/54011

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