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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Inovasi Bisnis (Inovbiz) JOURNAL OF APPLIED BUSINESS ADMINISTRATION International Journal of Applied Business Research Jurnal Riset Bisnis dan Investasi EDUMATIC: Jurnal Pendidikan Informatika Revitalisasi : Jurnal Ilmu Manajemen EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Target : Jurnal Manajemen Bisnis Journal of Tourism Sustainability Jurnal Difusi Jurnal Pengabdian kepada Masyarakat Politeknik Negeri Batam Archive: Jurnal Pengabdian Kepada Masyarakat Jurnal Akuntansi Manajerial (Managerial Accounting Journal) Jurnal Pengabdian Masyarakat Bestari (JPMB) Industrial Research Workshop and National Seminar Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) GEMBIRA (Pengabdian Kepada Masyarakat) JABI: Jurnal Abdimas Bhakti Indonesia
Sarah, Ira Siti
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Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Public Health Social Sciences Other

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Journal : Target : Jurnal Manajemen Bisnis

 1 
DESIGN AND IMPLEMENTATION OF SOCIAL MEDIA CONTENT MARKETING STRATEGY TO INCREASE PURCHASE INTENTION AND CUSTOMER ENGAGEMENT AT PT SAMHA CATRA NUSANTARA Amalia, Syifa; Sarah, Ira Siti; Lastari, Hidya Indira
Target : Jurnal Manajemen Bisnis Vol. 7 No. 1 (2025): Target : Jurnal Manajemen Bisnis
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/target.v7i1.5101

Abstract

The development of marketing in the digital era requires companies to optimize marketing through social media to reach a wider and more interactive audience. This project aims to design and implement a social media content strategy to increase purchase intent and customer engagement at PT Samha Catra Nusantara, a property company in the East Bandung area. The method used is descriptive with ob- servation techniques, interviews, SWOT analysis, and performance data monitoring through Instagram Insights, TikTok Analytics, and Phlanx. The content strategy developed includes various types of con- tent such as educational, promotional, entertainment, interactive, and testimonials, with the application of elements such as hooks, visual storytelling, music, captions, Call to Action (CTA), and hashtags, as well as content consistency. In addition, the AIDA (Attention, Interest, Desire, Action) approach was applied to strengthen the message structure in each content. The evaluation results showed increased engagement rate and audience response to the designed content. The project also produced a digital content guidebook that can be used by both internal teams and external marketers (Farmer). Practically, the project results provide concrete solutions in digital-based property marketing strategies, strengthen- ing the company’s position amid industry competition.
Co-Authors Abdul Malik Sayuti Aldi Ramdhani Fahlevi Deisti Aldy Mochammad Faiz Raksayudha Amalia, Syifa Andri Munggaran Anthony Brien Arum, Jasmine Sekar Azahra, Vira Santisya Chaniago, Harmon Dara Chandra Suci Deisti, Aldi Ramdhani Fahlevi Dermawan, Fasya Nurjihaan Aqiilah DWI SUHARTANTO Erwan Hugo Sihotang Farhani, Iklima Fatya Alty Amalia Fujiasti, Sherry Novalia Hana Nopitasari Husna Putri Pertiwi Ishak, Jouzar Farouq Iwan Mulyawan Jasrial Jasrial Julia Siti Afnia Putri Katarina Rosyantika Sinaga Lastari, Hidya Indira Leni Nur Pratiwi Li Halilah Mamun Sutisna Mardianti, Dewi Siti Maya Rismayanti Maya Setiawardani Ma’mun Sutisna Mohammad Rizal Gaffar Mufid Salim Mukaram Mukaram Mukaram Mukaram Mukaram Munggaran, Andri Munggaran, Andri Nopitasari, Hana Nopitasari, Hana Pertiwi, Husna Putri Pratiwi, Leni Nur Putri, Ivon Sandya Sari Raga, Ridha Azka Raharo, Sri Ridha Azka Raga Ridwan, Witsqa Inayatussholiha Rio Johan Putra Rismayanti, Maya Setiawan Setiawan Setiawardani, Maya Sholihati Amalia Sholihati Amalia Sopianti, Sopi Sri Raharso Sri Surjani Tjahjawati Sulistia Suwondo Tintin Suhaeni Tintin Suhaeni Tintin Suhaeni Tiorida, Ermina Tjahyawati, Sri Surjani