Komunikasi pemasaran digital brand “Good Day” di media sosial (analisis konten dan persepsi konsumen pada customer engagement brand “Good Day” di media sosial Instagram) - Debora Glori Permatasari; Eko Prasetyo Nugroho Saputro (Lektur: Jurnal Ilmu Komunikasi, 2023)
AbstrakPenelitian ini bertujuan untuk menganalisis konten Instagram Brand Good Day sebagai cara komunikasi pemasaran digital dalam membangun customer engagement serta menganalisis persepsi konsumen terhadap konten tersebut. Penelitian dilakukan dengan metode deskriptif kualitatif serta pengumpulan data melalui wawancara mendalam, studi dokumentasi, dan studi pustaka. Data-data diabsah menggunakan triangulasi sumber dan dianalisis menggunakan Model Miles dan Huberman. Hasil penelitian menunjukkan bahwa Good Day memanfaatkan media sosial Instagramnya dengan melakukan komunikasi pemasaran digital. Melalui media tersebut, Good Day dapat membangun keterlibatan konsumen dengan menciptakan konten-konten yang menarik di Instagram. Konten-konten tersebut berupa promotional content (konten promosi), entertaintment content (konten hiburan), educational content (konten edukasi), conversational content (konten percakapan), seasonal content (konten musiman), dan konten repost. Cara tersebut memberikan dampak positif terhadap customer engagement, yang ditandai dengan persepsi positif konsumen, seperti ketertarikan dan kebutuhan konsumen terhadap konten-konten Instagram Good Day, keinginan konsumen untuk merekomendasikan produk ke orang lain, serta keaktifan konsumen dalam memberikan timbal balik.Kata Kunci : Komunikasi Pemasaran Digital, Customer Engagement, Social Information Processing AbstractThis study aims to analyze Instagram Brand Good Day content as a way of digital marketing communication in building customer engagement and to analyze consumer perceptions of the content. The research was carried out using descriptive qualitative methods and data collection through in-depth interviews, documentation studies, and literature studies. The data were validated using source triangulation and analyzed using the Miles and Huberman Models. The results of the study show that Good Day takes advantage of its Instagram social media by conducting digital marketing communications. Through these media, Good Day can build consumer engagement by creating interesting content on Instagram. These contents are in the form of promotional content, entertainment content, educational content, conversational content, seasonal content, and repost content. This method has a positive impact on customer engagement, which is indicated by positive consumer perceptions, such as consumer interest and need for Instagram Good Day content, consumers' desire to recommend products to others, and consumers' activeness in providing feedback.Keywords : Digital Marketing Communication, Customer Engagement, Social Information Processing