EFEKTIVITAS CONTENT MARKETING PADA INSTAGRAM ERAFONE (STUDI KASUS @erafonestores_Bogor)

AZZAHRA ZALIANTY, . (2025) EFEKTIVITAS CONTENT MARKETING PADA INSTAGRAM ERAFONE (STUDI KASUS @erafonestores_Bogor). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

AZZAHRA ZALIANTY. Efektivitas Content Marketing Pada Instagram Erafone (Studi Kasus @erafonestores_Bogor) Program studi Pemasaran Digital, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta 2025. Penelitian ini memiliki tujuan untuk mengidentifikasi tingkat efektivitas content marketing Pada Instagram @erafonestores_bogor terhadap produk Erafone. Pada metode penelitian ini menggunakkan pendekatan kuantitatif dan diukur menggunakkan skala likert. Populasi penelitian menggunakkan pengikut akun @erafonestores_Bogor dan pernah melakukan interaksi di instagram. Jumlah sampel yang diambil adalah 150 orang dengan menggunakkan metode purposive sampling untuk memenuhi kriteria sebagai pengikut aktif dan pernah berinteraksi dengan akun tersebut. Pengumpulan data penelitian dilakukan secara daring Pada penyebaran kuesioner melalui internet menggunakan Google Form dan analisis data dilakukan menggunakan bantuan perangkat lunak SPSS (Statistical Program for Social Science). Berikut hasil dalam penelitian yang menekankan bahwa 3 dimensi seperti, Strategy, Activity, dan Result terbukti sangat efektif dalam menunjang efektivitas content marketing pada akun Instagram @erafonestores_Bogor. Kata kunci: Content Marketing, Strategy, Activity, Result, Instagram ***** This research aims to identify the level of effectiveness of content marketing through the Instagram account @erafonestores_bogor. The research uses a quantitative approach and is measured using a Likert scale. The population consists of followers of the @erafonestores_bogor account who have previously interacted with the account on Instagram. A total sample of 150 respondents was selected using a purposive sampling method, based on the criteria of being active followers who have engaged with the account. Data collection was conducted online by distributing questionnaires via the internet using Google Forms, and data analysis was carried out with the assistance of SPSS (Statistical Program for Social Science) software. The results of the study emphasize that the three dimensions—Strategy, Activity, and Result—are proven to be highly effective in supporting The Effectiveness of Content Marketing on Instagram Erafone (Case Study on @erafonestores_Bogor). Keywords: Content Marketing, Strategy, Activity, Result, Instagram

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, M.M. ; 2). Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Azzahra Zalianty .
Date Deposited:	11 Aug 2025 01:45
Last Modified:	11 Aug 2025 01:45
URI:	http://repository.unj.ac.id/id/eprint/58902

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