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All Journal JURNAL PUSTAKA KOMUNIKASI Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara
Maharani, Larasati
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Languange, Linguistic, Communication & Media Social Sciences

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Strategi Content Creator Bali United Store dalam Mengembangkan Customer Engagement di Tiktok Maharani, Larasati; Santoso, Hudi
Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v9i1.6148

Abstract

Bali United Store, as the official store of the Bali United football club, utilizes its TikTok account as a means of disseminating information and promoting products to fans. This platform is used to strengthen relationships with audiences and build ongoing engagement. This study aims to explain how Bali United Store's TikTok content creators design and manage content in an effort to increase customer engagement during the period from August to December 2025. The research uses a descriptive qualitative approach through observation, interviews, and documentation of content activities on the Bali United Store TikTok account. The analysis refers to The Circular Model of SOME (Share, Optimize, Manage, Engage) as a framework for identifying the application of each stage of the digital communication strategy. The results show that the four stages of the SOME model are consistently applied in content management practices. The share stage is realized through the presentation of club identity-based content and product promotions. The optimize and manage stages are reflected in the selection of appropriate formats and active management of interactions. The engage stage is carried out through efforts to encourage audience participation and responses. This implementation has resulted in increased engagement, expanded content reach, and strengthened brand loyalty for Bali United Store in the digital realm.
Strategi Digital Marketing Indibiz dalam Membangun Brand Awareness Melalui Unggahan Konten Digital Maharani, Larasati; Santoso, Hudi
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2346

Abstract

Indibiz's digital marketing strategy is a step that can be taken to introduce its services to the wider community. This research aims to analyze the strategies used by Indibiz's digital marketing operations in developing brand awareness through the digital content produced. The purpose of this research is to explain what kind of digital content contributes the most to increase Indibiz's brand awareness and explain the latest digital content trends that can be implemented on the Indibiz platform to attract audiences. The data collection process used a descriptive qualitative approach. Data collection techniques were carried out by means of observation, interviews, and documentation. The research used the 4C digital marketing mix theory, namely co-creation, currency, communal activation, and conversation. The results showed that the digital marketing strategy implemented by Indibiz, namely by collaborating with customers and communities, utilizing viral digital content, holding events with communities and being responsive to audiences, was able to develop Indibiz's brand awareness. The challenging factor is that the uploaded content must be in accordance with the brand identity. This is quite challenging for B2B type companies. Abstrak Strategi digital marketing Indibiz merupakan suatu langkah yang dapat dilakukan untuk memperkenalkan layanan yang dimiliki kepada masyarakat luas. Penelitian ini bertujuan untuk menganalisis strategi yang dilakukan digital marketing operation Indibiz dalam mengembangkan brand awareness melalui konten digital yang diproduksi. Tujuan penelitian ini adalah untuk menjelaskan jenis konten digital seperti apa yang paling berkontribusi dalam meningkatkan brand awareness Indibiz dan menjelaskan tren konten digital terkini yang dapat diimplementasikan pada platform Indibiz untuk menarik minat audiens. Proses pengumpulan data menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian menggunakan teori bauran pemasaran digital marketing 4C, yaitu co-creation, currency, communal activation, dan conversation. Hasil penelitian menunjukkan bahwa strategi digital marketing yang diterapkan oleh indibiz, yaitu dengan kolaborasi dengan pelanggan maupun komunitas, pemanfaatan konten digital yang viral, mengadakan event dengan komunitas dan responsif terhadap audiens mampu mengembangkan brand awareness Indibiz. Faktor yang menjadi tantangan adalah konten yang diunggah harus sesuai dengan identitas brand. Hal tersebut cukup menantang bagi tipe rusahaan B2B.
Strategi Digital Marketing Indibiz dalam Membangun Brand Awareness Melalui Unggahan Konten Digital Maharani, Larasati; Santoso, Hudi
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2346

Abstract

Indibiz's digital marketing strategy is a step that can be taken to introduce its services to the wider community. This research aims to analyze the strategies used by Indibiz's digital marketing operations in developing brand awareness through the digital content produced. The purpose of this research is to explain what kind of digital content contributes the most to increase Indibiz's brand awareness and explain the latest digital content trends that can be implemented on the Indibiz platform to attract audiences. The data collection process used a descriptive qualitative approach. Data collection techniques were carried out by means of observation, interviews, and documentation. The research used the 4C digital marketing mix theory, namely co-creation, currency, communal activation, and conversation. The results showed that the digital marketing strategy implemented by Indibiz, namely by collaborating with customers and communities, utilizing viral digital content, holding events with communities and being responsive to audiences, was able to develop Indibiz's brand awareness. The challenging factor is that the uploaded content must be in accordance with the brand identity. This is quite challenging for B2B type companies. Abstrak Strategi digital marketing Indibiz merupakan suatu langkah yang dapat dilakukan untuk memperkenalkan layanan yang dimiliki kepada masyarakat luas. Penelitian ini bertujuan untuk menganalisis strategi yang dilakukan digital marketing operation Indibiz dalam mengembangkan brand awareness melalui konten digital yang diproduksi. Tujuan penelitian ini adalah untuk menjelaskan jenis konten digital seperti apa yang paling berkontribusi dalam meningkatkan brand awareness Indibiz dan menjelaskan tren konten digital terkini yang dapat diimplementasikan pada platform Indibiz untuk menarik minat audiens. Proses pengumpulan data menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian menggunakan teori bauran pemasaran digital marketing 4C, yaitu co-creation, currency, communal activation, dan conversation. Hasil penelitian menunjukkan bahwa strategi digital marketing yang diterapkan oleh indibiz, yaitu dengan kolaborasi dengan pelanggan maupun komunitas, pemanfaatan konten digital yang viral, mengadakan event dengan komunitas dan responsif terhadap audiens mampu mengembangkan brand awareness Indibiz. Faktor yang menjadi tantangan adalah konten yang diunggah harus sesuai dengan identitas brand. Hal tersebut cukup menantang bagi tipe rusahaan B2B.
Co-Authors Santoso, Hudi