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All Journal CONVERSE Journal Communication Science
Palupi, Merry Frida Tri
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Languange, Linguistic, Communication & Media

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The Influence of Content Marketing on Brand Image Through Customer Engagement Nurazizah, Amelia; Sadono, Teguh Priyo; Palupi, Merry Frida Tri
CONVERSE Journal Communication Science Vol. 2 No. 1 (2025): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/converse.v2i1.4265

Abstract

Technological developments have made social media an important component of business marketing strategies, including Netflix, which uses Instagram to increase audience engagement and build a strong brand image. This study aims to determine the effect of content marketing on brand image through customer engagement on the Instagram account @netflixid. The method used is a quantitative approach with Structural Equation Modeling (SEM) analysis. Data collection through online questionnaires to followers of the Instagram account @netflixid. A sample of 100 respondents with the criteria are followers who have interacted with content on the Instagram account @netflixid. The study found that there is a positive and significant influence of content marketing on customer engagement and brand image. In addition, customer engagement has also been shown to act as a mediator in strengthening the influence of content marketing on brand image. These results emphasize the importance of a relevant and interactive content-based marketing strategy in order to create a positive brand image by increasing customer engagement.
Strategi Branding Program C-Taditur oleh PT KCI Wilayah 8 Surabaya sebagai Inovasi Wisata Transportasi Kereta Api Hesti, Septina Rohimawati; Palupi, Merry Frida Tri; Sadono , Teguh Priyo
CONVERSE Journal Communication Science Vol. 2 No. 1 (2025): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/converse.v2i1.4393

Abstract

Penelitian ini membahas strategi branding Program C-Taditur oleh PT Kereta Commuter Indonesia (KCI) Wilayah 8 Surabaya sebagai upaya inovatif dalam mengembangkan wisata transportasi kereta api. Program C-Taditur, singkatan dari Commuter Study Tour, dirancang untuk memberikan pengalaman edukatif dan rekreatif bagi peserta, khususnya anak-anak sekolah, melalui perjalanan menggunakan kereta lokal PSO. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara mendalam, dan dokumentasi terhadap enam informan yang terlibat langsung dalam pelaksanaan program. Analisis data mengacu pada teori Brand Expression dari Sicco Van Gelder yang mencakup empat komponen utama: Brand Positioning, Brand Identity, Brand Personality, dan Brand Communication. Hasil penelitian menunjukkan bahwa strategi branding Program C-Taditur dilakukan dengan pendekatan yang edukatif, visualisasi identitas melalui maskot C-Kardi, penguatan karakter program yang menyenangkan dan interaktif, serta komunikasi aktif melalui media sosial dan pelayanan langsung. Selain itu, tantangan yang dihadapi meliputi keterbatasan sumber daya, penyesuaian kebutuhan peserta, serta konsistensi inovasi konten edukatif. Penelitian ini menyimpulkan bahwa strategi branding yang dilakukan PT KCI Wilayah 8 Surabaya melalui Program C-Taditur efektif dalam membangun citra positif transportasi kereta api sebagai sarana wisata edukatif yang menarik dan berkelanjutan.
Co-Authors Hesti, Septina Rohimawati Nurazizah, Amelia Sadono , Teguh Priyo Sadono, Teguh Priyo