Natura Cafe Instagram Page Engagement Optimization Using The Design Thinking Method

Jati Pangestu, Fattah (2023) Natura Cafe Instagram Page Engagement Optimization Using The Design Thinking Method. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Social media is one of the most effective communication in the digital era. Advances in technology allow marketing, buying, selling activities and establishing communication to be more effective. Some brands use this function to create interaction with their target market. Natura Cafe is the brands that has also used Instagram feeds since 2021. During promotion, Natura Cafe has never done a comprehensive evaluation of Natura Cafe's customers. The purpose of this study was to identify the type of post and which one attract customer engagement in Natura Cafe's feed content. The approach used is design thinking with qualitative data analysis. This research is divided into two stages, the first stage is analyzing customer engagement content feeds. The next stage will be testing of Natura Cafe's Instagram followers who will apply two of the five design thinking phases that are Emphatize and Define to build Madlib POV based on 20 respondent. The results would be triangulate by existing theory and results based on engangement level, is post of event and post of environtment is preferable for likes, and content with event post and product post is preferable for comments

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Instagram, Engagement, Feed Content, Interaction
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Fattah Jati Pangestu
Date Deposited:	07 Aug 2023 04:05
Last Modified:	07 Aug 2023 04:05
URI:	http://repository.its.ac.id/id/eprint/104057

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