Nadeak, Angginta Berlian (2025) ANALISIS MODEL STRATEGI SOCIAL MEDIA WHEEL PADA AKUN INSTAGRAM PAKUWON MALL JOGJA DALAM MEMBANGUN CUSTOMER BRAND ENGAGEMENT (Periode 5 Desember 2024 – 5 Januari 2025). Skripsi thesis, UPN Veteran Yogyakarta.
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Abstract
ABSTRAK
Pesatnya kemajuan teknologi, khususnya media sosial yang telah menjadi bagian
dari gaya hidup masyarakat, dimanfaatkan oleh perusahaan untuk membangun
hubungan emosional yang lebih kuat dengan konsumen. Pakuwon Mall Jogja
sebagai pusat perbelanjaan terbesar di Yogyakarta menerapkan strategi social
media marketing untuk membangun customer brand engagement dan
meningkatkan partisipasi konsumen. Penelitian ini bertujuan untuk menganalisis
model Social Media Strategy Wheel pada akun Instagram Pakuwon Mall Jogja serta
mengidentifikasi faktor penghambat dalam membangun customer brand
engagement. Dengan pendekatan kualitatif deskriptif, data dikumpulkan melalui
wawancara mendalam. Hasil penelitian menunjukkan bahwa strategi yang
dijalankan disusun berdasarkan momentum seperti Lebaran, Tahun Baru Imlek,
hingga libur akhir tahun, salah satunya melalui program Disney Spark Joy This
Holiday. Melalui kolaborasi dengan influencer, Pakuwon Mall Jogja berhasil
membangun engagement di Instagram, yang ditunjukkan melalui pencapaian
seperti intention to buy and use, intention to recommend, electronic word of mouth,
dan loyalty. Program ini juga menjadi yang pertama kali diadakan di Yogyakarta.
Kata kunci: Social Media Wheel, Instagram, Customer Brand Engagement,
Pakuwon Mall Jogja, Program Disney Spark Joy This Holiday
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ABSTRACT
The rapid advancement of technology, particularly social media which has become
an integral part of modern lifestyles, is utilized by companies to build stronger
emotional connections with consumers. Pakuwon Mall Jogja, as the largest
shopping center in Yogyakarta, applies social media marketing strategies to foster
customer brand engagement and increase consumer participation. This study aims
to analyze the implementation of the Social Media Strategy Wheel model on
Pakuwon Mall Jogja’s Instagram account and identify inhibiting factors in building
customer brand engagement. Using a descriptive qualitative approach, data were
collected through in-depth interviews. The findings show that the strategies are
designed based on momentum, such as during Eid, Chinese New Year, and the end
of-year holidays—one of which was the “Disney Spark Joy This Holiday” program.
Through collaboration with influencers, Pakuwon Mall Jogja successfully built
engagement on Instagram, as reflected in outcomes such as intention to buy and
use, intention to recommend, electronic word of mouth, and customer loyalty. This
program also marked the first of its kind held in Yogyakarta.
Keywords: Social Media Strategy Wheel, Instagram, Customer Brand Engagement,
Pakuwon Mall Jogja, Disney Spark Joy This Holiday
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| Item Type: | Tugas Akhir (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Social Media Strategy Wheel, Instagram, Customer Brand Engagement, Pakuwon Mall Jogja, Disney Spark Joy This Holiday |
| Subjek: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > (S1) Ilmu Komunikasi |
| Depositing User: | Eko Yuli |
| Date Deposited: | 05 Nov 2025 01:49 |
| Last Modified: | 05 Nov 2025 01:49 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/45301 |
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