social media content exploration for increasing customer engagement

• Main Author: Hendrisa-29116486, Jordi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28310
• Institution: Institut Teknologi Bandung

The gross domestic product (GDP) of the country's creative economy grew by 62,07% in five years from 2010 to 2015. fashion is the biggest contribution in Indonesia Creative Economy, social media activation is a one of effective strategy. Social media had a great benefit from using the tactitc to overall brand strategy and by getting social media in sync with business or personal brand. 53% user using instagram for exploring online shopping account. People looking information and have started to make a purchase through website or online shop which is refers to social media especially instagram, active on forums or fashion threads and other online platform. <br /> <br /> The identified business issues is increase attention of potential customer exploring social media content instagram that affect engagement, impression, reach, and drive into purchasing decision. In order to solve this business issue, there are some interview with SME apparel brand and journal about social media from previous research journal to knowing the indicator in this research. After evaluating the survei analysis, the business strategy is implemented and became references the author for decision making, how the AHP analysis and general survey proposed solution for the business issue. <br /> <br /> the resuls of comparison pairwise analysis show the importance level of social media content by customer preferences is visual aesthetic in product details and information, promotion sales, environment issue, exclusive content, and terms & agreement. The importance level of comparison pairwise is utilized into a business strategy. The business strategy is implemented to developing content to impress potential customer