Rahmi, Alya (2023) Peran Jenis Post Instagram dan Jenis Campaign Marketing Dalam Meningkatkan Customer Engagement dan Brand Awareness Pada Brand Digital Ecosystem Leap Telkom Digital. Studi Kasus: PT Telkom Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Ekosistem digital merupakan hasil dari berbagai kekuatan teknologi yang menciptakan jaringan penerima data dengan perusahaan yang dapat berbagi data dan menciptakan nilai. Perkembangan teknologi mengubah cara ekosistem perusahaan dan bertransformasi dengan menerapkan ekosistem digital. Salah satu perusahaan Badan Usaha Milik Negara (BUMN) di bidang industri telekomunikasi di Indonesia menerapkan ekosistem digital yaitu PT Telkom Indonesia. Telkom meluncurkan brand ekosistem digital bernama Leap Telkom Digital sebuah brand yang dapat memayungi setiap program dan produk digital yang dimiliki oleh perusahaan. Leap Digital Telkom mempromosikan produk digital untuk mengoptimalkan customer engagement dan meningkatkan brand awareness. Kegiatan pemasaran yang dilakukan yaitu digital campaign melalui media sosial Instagram. Instagram memiliki berbagai fitur, algoritma, dan insight pada setiap pengguna akun. Agar dapat mengetahui jenis campaign dan konten yang paling baik digunakan dari sudut pandang audiens. Data dikumpulkan secara online dan menggunakan alat Social Media Analytics yaitu Meta Business Suite, kemudian analisis data diuji menggunakan MANOVA. Hasil dari analisis penelitian ini bahwa type of post yang diunggah pada konten Brand Leap Telkom Digital memiliki pengaruh signifikan terhadap customer engagement, tetapi tidak signifikan terhadap brand awareness. Type of content yang diunggah pada konten Brand Leap Telkom Digital memiliki pengaruh signifikan terhadap customer engagement dan brand awareness. 3 main pillar of campaign Leap yang diunggah pada konten Brand Leap Telkom Digital memiliki pengaruh signifikan terhadap brand awareness, tetapi tidak signifikan terhadap customer engagement. Implikasi manajerial penelitian ini adalah Leap Telkom Digital dapat memanfaatkan unggahan jenis campaign berupa digital product dan digital talent, jenis konten berupa unggahan konten awareness dan konten conversions.
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Digital ecosystems result from multiple technological forces that create data receiver networks with which companies can share data and create value. Technological developments change the way corporate ecosystems are transformed by implementing digital ecosystems. One of the state-owned companies (BUMN) in the telecommunications industry in Indonesia is implementing a digital ecosystem, namely PT Telkom Indonesia. Telkom launched a digital ecosystem brand called Leap Telkom Digital, a brand that can cover every program and digital product owned by the company. Leap Digital Telkom promotes digital products to optimize customer engagement and increase brand awareness. Marketing activities carried out are digital campaigns through Instagram social media. Instagram has various features, algorithms, and insights for each account user. In order to know which type of campaign and content is best used from the audience's point of view. Data were collected online and using the Social Media Analytics tool, namely Meta Business Suite, then data analysis was tested using MANOVA. The results of this research analysis show that the types of posts uploaded to Telkom Digital's Brand Leap content have a significant effect on customer engagement, but not significantly on brand awareness. The type of content uploaded on Telkom Digital's Brand Leap content has a significant influence on customer engagement and brand awareness. The 3 main pillars of the Leap campaign uploaded on Telkom Digital's Brand Leap content have a significant influence on brand awareness, but are not significant on customer engagement. The managerial implication of this research is that Leap Telkom Digital can utilize campaign type uploads in the form of digital products and digital talent, content types in the form of awareness content uploads, and conversions content.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Social Media analytics, Brand Awareness, Leap Telkom Digital, Instagram, Content dan Campaign Marketing. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Alya Rahmi |
| Date Deposited: | 07 Feb 2023 04:17 |
| Last Modified: | 07 Feb 2023 04:17 |
| URI: | http://repository.its.ac.id/id/eprint/96363 |
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