Zahra, Amelia Nur (2025) Analisis Strategi Digital Marketing Melalui Instagram @gogrill_ di Kalimantan Timur. Tugas Akhir (S1) - thesis, Universitas Bakrie.
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Abstract
This research examines digital marketing strategies through the Instagram account @gogrill_ in East Kalimantan. The purpose of this study is to analyze the digital marketing strategies used by the Instagram account @gogrill_ using a qualitative approach with a case study method. Based on the digital marketing strategy theory by Chaffey & Ellis Chadwick, there are several dimensions used for digital marketing strategies as communication tools, namely website, SEO, SEM, email marketing, social media, content marketing, and analytics. The research results show that Go Grill focuses its promotional strategy through social media, particularly Instagram, as it is considered effective in visually conveying information while also building interactions with consumers. Although it does not make the website its main medium, Go Grill still utilizes SEO and SEM to be easily found on search engines. The promotional strategy is supported by the use of Instagram Ads, which has proven to increase reach, engagement, and the number of followers based on the analysis of the Meta Ads Report during several advertising periods in 2025. In addition, Go Grill prefers WhatsApp over email marketing for communication with customers because it is more direct, practical, and personal. In implementing content marketing, Go Grill employs various strategies such as understanding audience characteristics, utilizing Instagram features (feed, story, reels, polling, quizzes, Q&A), producing visually appealing content, following trends, using local hashtags, and incorporating elements of local culture and regional events. All of these strategies are guided by data from Instagram Insights, making content decisions more targeted, digital campaigns more effective, and audience loyalty to the brand even stronger.
| Item Type: | Thesis (Tugas Akhir (S1) - ) |
|---|---|
| Uncontrolled Keywords: | Keywords: Digital Marketing, Content, Instagram |
| Subjects: | Communication Science Communication Science > Marketing Communications Thesis > Thesis (S1) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi |
| Depositing User: | Amelia Noor Zahra |
| Date Deposited: | 11 Sep 2025 02:23 |
| Last Modified: | 11 Sep 2025 02:23 |
| URI: | https://repository.bakrie.ac.id/id/eprint/12323 |
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