INSTAGRAM CONTENT STRATEGY FOR BRANDING AND ENGAGING CUSTOMER USING ANALYTICAL HIERARCHY PROCESS (CASE STUDY: DHYS DAILY)

• Main Author: Yuniasari, Diah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46905
• Institution: Institut Teknologi Bandung

The advancement of internet produces social media as communication media which changes the way of people to communicate to others. Instagram has been one of the most popular social media. The migration of people to use Instagram also affected the business industry, including fashion industry. Instagram as one of popular platform used by fashion brand to sell the products, including Dhys Daily. Dhys Daily is a new comer fashion brand. When using Instagram, the brand needs to recognize and define the target market also identify the strategy to adopted. In order to grab the market Dhys Daily wants to identify the content in Instagram that suitable to the brand and the target market. Dhys Daily want to analyse the customer preferences about the most attractive and important criteria of Instagram content, in order to generate the brand image and engaging customer. In order to propose the strategy to solving the issue. The data collection in this research is using quantitative method to conducts the Analytical Hierarchy Process (AHP) as the main instrumental to define the most attractive and important criteria of Instagram content for Dhys Daily. There are five main criteria on the Analytical Hierarchy Process (AHP) model which consist of Type of Content, Location, Composition, Model and Product Information. Each of criteria has its own sub – criteria. This research conduct Pairwise Comparison Questionnaire to gather data from respondent. The result of Pairwise Comparison Questionnaire is calculated and analysed by using ExpertChoice. To support the methodology, the research also analyse the internal and external environment, where the result defines using TOWS matrix. Based on the result, this research conduct the Instagram content strategy to define each of most attractive and important criteria based on customer preferences by proposing the reference strategy concept to visualize the product in the Instagram content.