PROPOSED CONTENT MARKETING STRATEGY TO INCREASE SOCIAL MEDIA ENGAGEMENT OF FLASHY SHOP

• Main Author: Mutaqin, Gera
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66767
• Institution: Institut Teknologi Bandung

The Covid-19 pandemic has changed fashion industry conditions and consumer behavior in buying a product. The business competition is becoming more stringent, especially in online platform. This situation was felt by one of the women's local fashion brand called Flashy, who experienced sales fluctuation and a decrease in their Instagram social media engagement. Which in the period December 2021 – March 2022 social media engagement of Flashy decreased by -32%. This has become a serious problem for Flashy to compete effectively within online platform. Content marketing as one aspect that directly affect social media engagement should be evaluated as it could influence audience to be attracted on the social media content. Therefore, the objectives of this research are first, to find the significant factors those influence social media engagement; second, to find the root cause problem of Flashy declining social media engagement; and third, to develop the appropriate content marketing strategy. This research explores the problems comprehensively through an analysis of the internal and external environment using mix method of qualitative and quantitative research. Internal analyses consist of resources analysis, marketing mix, and STP. Continued with external analyses that consist of PEST, porter five forces, competitor analysis, and customers analysis. Analysis of customers is thoroughly explored through their online customer journey using Netnography method and examining factors of social media engagement using quantitative survey to 253 respondents. As the result, entertainment and relational content types are the strongest significant factors. The results of this study also found three root causes problem: first, customers are more engaged on entertainment and relational content types, and spend more time on video content format; second, internal condition of Flashy is lacking content creator and content variation; and third the competitors have more content variety and easily enter the industry. Accordingly, the researcher proposes several strategies as the solution, namely adding content creators, as well as creating entertainment and relational content as an effort to increase social media engagement of Flashy Instagram account.