IMPLEMENTASI CONTENT MARKETING AKUN TRAVEL AGENT EXOTIC BROMO DALAM MEMBANGUN CUSTOMER ENGAGEMENT DI ERA DIGITAL

In the digital era, content marketing is one of the effective approaches in building customer engagement. This research analyzes the implementation of content marketing applied by Exotic Bromo's social media accounts in building customer engagement. Using a qualitative approach with descriptive methods, this research relies on interviews and social media content analysis as the main data sources. The results showed that the implementation of Exotic Bromo content marketing involves four main stages, namely planning, production, distribution, and evaluation. The content produced is not only promotional in nature but also prioritizes storytelling, education, and two-way interaction with the audience. Key factors supporting this implementation include the selection of appropriate platforms, use of high-quality visuals, utilization of digital trends, and optimization of social media algorithms through the use of hashtags and collaboration with influencers.
Analysis of customer engagement showed affective, cognitive, and behavioral engagement of the audience. Positive emotional responses to content reflect affective engagement, audience interest in educational information indicates cognitive engagement, while behavioral engagement is evident from interactions in the form of likes, comments, and content sharing. Furthermore, this content marketing implementation contributes to Customer Engagement Value (CEV), Customer Lifetime Value (CLV), Customer Referral Value (CRV), Customer Influencer Value (CIV), and Customer Knowledge Value (CKV).