SETIAWAN, MERRY AMADEA EKA and PARAMITA, SONIA MARIA and MULIAWAN, YOCELIN APRILLIA and AUDRIA, ELLENA RIEKA (2023) PENINGKATAN BRAND ENGAGEMENT MELALUI PEMBUATAN KONTEN TENANT DI SOCIAL MEDIA MARKETING MALANG TOWN SQUARE. Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
Malang Town Square Mall is one of the shopping centers in Malang City which was established in 2005. Malang Town Square Mall which is located at Jalan Veteran No.2, Penanggungan, Kec. Klojen, Malang City. Malang Town Square
Mall itself is a subsidiary of Lippo Malls Indonesia. The project was carried out in the Marketing Communication division with the help of Tenant Relations, namely
increasing brand engagement through creating tenant content on Malang Town Square's social media marketing. Malang Town Square's social media has actively uploaded various kinds of promos and most of these uploads are in the form of
poster uploads but they are not used effectively, so it still lacks interaction/engagement in them due to a lack of careful planning for each content to be created. Malang Town Square Mall is more active in innovating and
developing forms of promotion that keep up with the times with various types of forms, one of which is presenting content in the form of tenant promotional videos. The interactions that arise in every promotional video upload such as the number of people watching, liking, and also commenting make it more attractive for social media users. From this effort, it is necessary to optimize content to
create content that can increase engagement quite a lot. Therefore, it was decided to create Malang Town Square Instagram social media content to help the
effectiveness of management's efforts to promote tenants. Some of the tenants that we will help create content for Instagram Malang Town Square, such as Naughty,
Puyo, Pentol Gilaa, Chikuro, Gogiegu Steak, Samsung, and Cherish Photobox. We focus on Instagram because Malang Town Square is more active in using Instagram as a promotional medium. This project is carried out for approximately
15 weeks from the end of February to June 2023. Work on the project will start with observing the problems, communicating content creation plans to tenants,
and carrying out projects by creating approved tenant content. Then, there will be a joint evaluation with Marketing Communication and Tenant Relations to discuss
what tenants need and provide the right strategy that can be applied to Malang Town Square Mall. Benchmarks for content creation targets will be compiled in Key Performance Indicators (KPIs) to make it easier to carry out the resulting engagement evaluation process. Content creation certainly does not only help in terms of increasing Malang Town Square social media engagement, but also
indirectly helps promote the tenant's products. In the future, Malang Town Square Mall can optimize content creation more consistently and rely on more interactive
Instagram features. With this project, it is hoped that it can help companies choose the right strategy for creating content so that it makes it easier for companies to
increase social media engagement Instagram.
Keywords: Malang Town Square, Instagram, engagement, tenant, content.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Surya |
| Date Deposited: | 25 Oct 2024 02:02 |
| Last Modified: | 25 Oct 2024 02:02 |
| URI: | http://repository.machung.ac.id/id/eprint/216 |
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