ALVITORIO RACHDYA SHAGARMATHA, . (2025) STRATEGI KOMUNIKASI PEMASARAN DIGITAL GOERS DALAM MENINGKATKAN CUSTOMER ENGAGEMENT DI MEDIA SOSIAL INSTAGRAM DAN TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Di era digital yang dinamis, strategi komunikasi pemasaran digital tidak hanya berfokus pada penyebaran informasi, tetapi juga membangun keterlibatan audiens yang kuat. GOERS, sebagai platform penyedia layanan ticketing digital, memanfaatkan media sosial, khususnya Instagram dan TikTok sebagai kanal utama untuk menjangkau audiens muda. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran digital GOERS dalam meningkatkan customer engagement dengan menggunakan kerangka PESO Model (paid, earned, shared, owned) serta dimensi customer engagement (kognitif, afektif, aktivasi, perilaku, sosial). Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam dengan tim internal GOERS dan observasi terhadap konten akun media sosial @goersapp. Hasil penelitian menunjukkan bahwa GOERS mengintegrasikan keempat elemen PESO Model secara strategis untuk meningkatkan visibilitas, membangun koneksi sosial, serta mendorong partisipasi aktif audiens. Strategi ini diterapkan melalui pendekatan konten yang emosional, informatif, dan interaktif, serta disesuaikan dengan karakteristik Gen Z dan milenial. Dimensi customer engagement tercermin dalam interaksi nyata audiens terhadap konten GOERS, baik secara kognitif, emosional, maupun perilaku. Penelitian ini menyimpulkan bahwa efektivitas strategi komunikasi pemasaran digital GOERS terletak pada kombinasi antara pendekatan berbasis data insight, pemilihan saluran yang relevan, dan pemanfaatan PESO Model secara adaptif terhadap dinamika media sosial. ***** In today’s dynamic digital era, digital marketing communication strategies focus not only on disseminating information but also on building strong audience engagement. GOERS, a digital ticketing service platform, leverages social media particularly Instagram and TikTok as its main channels to reach a younger audience. This study aims to analyze GOERS' digital marketing communication strategy in enhancing customer engagement using the PESO Model framework (Paid, Earned, Shared, Owned) and the dimensions of Customer Engagement (cognitive, affective, activation, behavioral, and social). This research employs a qualitative descriptive approach with a case study method. Data were collected through in depth interviews with the internal team at GOERS and observations of content on the @goersapp social media accounts. The findings reveal that GOERS strategically integrates all four elements of the PESO Model to increase visibility, foster social connection, and encourage active audience participation. These strategies are implemented through emotional, informative, and interactive content tailored to the characteristics of Gen Z and Millennials. The dimensions of customer engagement are reflected in real audience interactions with GOERS content cognitively, emotionally, and behaviorally. This study concludes that the effectiveness of GOERS' digital marketing communication strategy lies in the combination of data driven insights, channel relevance, and the adaptive application of the PESO Model in response to the evolving dynamics of social media.
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Anggun Nadia Fatimah, M.Si. ; 2). Menati Fajar Rizki, M.I.Kom. |
Subjects: | Ilmu Sosial > Komunikasi |
Divisions: | FIS > D IV Hubungan Masyarakat dan Komunikasi Digital |
Depositing User: | Alvitorio Rachdya Shagarmatha . |
Date Deposited: | 29 Jul 2025 04:16 |
Last Modified: | 29 Jul 2025 04:16 |
URI: | http://repository.unj.ac.id/id/eprint/56843 |
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