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      "keywords": "Strategi Konten, Instagram, Media Promosi, SOME, Content Strategy, Promotional Media.",
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      "uri": "http:\/\/eprints.amikom.ac.id\/id\/eprint\/32516",
      "rev_number": 14,
      "department": "Fakultas Ekonomi & Sosial",
      "date": "2026-03-30",
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      "institution": "Universitas AMIKOM Yogyakarta",
      "title": "ANALISIS STRATEGI KONTEN INSTAGRAM SEBAGAI MEDIA\r\nPROMOSI DI KEDAI TJERIA 90",
      "abstract": "Penelitian ini bertujuan untuk menganalisis strategi konten Instagram yang \r\ndigunakan oleh Kedai Tjeria 90 sebagai media promosi dalam meningkatkan\r\nFollowers, menarik minat konsumen, serta membangun keterlibatan audiens.\r\nDalam era digital saat ini, Instagram menjadi salah satu platform media sosial yang\r\npaling efektif untuk kegiatan pemasaran, terutama bagi pelaku usaha kuliner lokal.\r\nPenelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan teori\r\nCircular Model of SOME (Share, Optimize, Manage, Engage) yang dikembangkan\r\noleh Regina Luttrell. Model ini dipilih karena mampu memberikan gambaran\r\ntentang bagaimana sebuah brand merancang, mengelola, dan mengevaluasi konten\r\nmedia sosial secara berkelanjutan.\r\nData dikumpulkan melalui observasi pada akun Instagram @kedaitjeria90, \r\nwawancara mendalam dengan pengelola media sosial, serta dokumentasi unggahan \r\nkonten selama periode penelitian. Analisis data dilakukan melalui proses reduksi\r\ndata, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan\r\nbahwa Kedai Tjeria 90 telah menerapkan strategi berbagi konten (Share) yang\r\ncukup konsisten melalui unggahan foto menu, video proses pembuatan minuman,\r\nkonten interaktif, serta penggunaan fitur Reels dan stories. Pada tahap optimalisasi\r\n(Optimize), ditemukan bahwa penggunaan hashtag, waktu unggah, dan kualitas\r\nvisual sudah baik namun belum sepenuhnya dimanfaatkan untuk memperluas\r\njangkauan audiens.\r\nDalam aspek manajemen (Manage), akun ini telah mengatur waktu unggahan\r\nkonten secara sederhana, tetapi masih memerlukan peningkatan dalam evaluasi\r\nberkala serta pemanfaatan data insight sebagai dasar penyusunan strategi.\r\nSementara itu, pada tahap keterlibatan (Engage), Kedai Tjeria 90 cukup aktif\r\nmembalas komentar dan pesan, tetapi interaksi dua arah seperti Q&A, polling, dan\r\nkonten user-generated masih perlu diperkuat. Kesimpulannya, strategi konten\r\nInstagram Kedai Tjeria 90 sudah berjalan cukup efektif, namun masih terdapat\r\nruang untuk peningkatan dalam optimalisasi dan manajemen konten agar dapat\r\nmembantu promosi secara lebih maksimal.",
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            "given": "Anggun Anindya",
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