Digital Content Strategy as a Marketing Tool in Creative Business Development: Case Study of the Merona Space Workshop Brand

Marsya Putri (International Women's University)
Putut Raka Santoso (International Women's University)

Escalate : Economics and Business Journal
Vol. 4 No. 02 (2026): Escalate: Economics and Business Journal

This study aims to analyze Merona Space's digital content strategy, identify factors influencing participants' decisions to attend workshops, and examine its role in creative business development. The study used a qualitative approach with a case study method involving 12 workshop participants and 1–2 representatives from previously collaborated venues, selected purposively based on data saturation. Data were collected through in-depth interviews, participant observation, and documentation, and analyzed using the interactive model of Miles, Huberman, and Saldaña, supported by source triangulation, technical triangulation, and expert validation. The results show that Merona Space's digital content strategy involved planning, implementation, and evaluation, with Instagram as the main platform supported by TikTok, Threads, and Instagram Ads. Participants' decisions were influenced by friend recommendations, digital content, workshop benefits, price, personal motivation, and participation experience. Digital content supported participants' interest and confidence and contributed to collaborations and community strengthening in creative business development