Tugas Akhir

Developing instagram content marketing to increase brand awareness of Retno batik collection in Tegal city / Rahajeng Resti Adityas

Abstrak
This research and development aimed to develop a content marketing strategy through the creation of a Graphic Standards Manual (GSM) and content calendar to increase the brand awareness of Retno Batik Collection on social media. The initiative was designed to address the business owner s limited time and understanding of digital marketing. The study employed a Research and Development (R amp D) method using the ADDIE model which consists of Analysis Design Development Implementation and Evaluation stages. Data were collected through observation interviews with the business owner and a visual expert as well as questionnaires distributed to Instagram followers and to both validators for product assessment. Validation results indicated that the product was highly feasible with scores of 86% from the business owner and 82% from the visual expert. It also resulted in an increase in followers audience engagement and positive responses with an interest level of 86%. The developed content marketing strategy proved to be applicable for sustainably enhancing the brand awareness of Retno Batik Collection on social media.

Informasi Detail

DDC

TUGAS AKHIR DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen Pemasaran, 2025.

Deskripsi Fisik

xv, 157 hlm. : ilus.

Bahasa

No Reg

0008/TA/25

Edisi

Tugas Akhir (Diploma)--Universitas Negeri Malang. 2025

Subjek

1. RETNO BATIK COLLECTION ( TEGAL ) - CONTENT MARKETING
2. RETNO BATIK COLLECTION ( TEGAL ) - BRAND AWARENESS

Pembimbing

1. Rayie Tariaranie Wiraguna, S.e., M.m.

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