{ "keywords": "Content marketing, Instagram, UMKM, kesadaran merek, Jogja \r\nJersey, Brand awareness.", "ispublished": "pub", "eprint_status": "archive", "userid": 12, "subjects": [ "300.300.302" ], "uri": "http:\/\/eprints.amikom.ac.id\/id\/eprint\/32533", "status_changed": "2026-08-03 03:11:02", "contributors": [ { "name": { "family": "Erlistyarini", "given": "Yulinda", "honourific": null, "lineage": null } } ], "thesis_type": "bachelor", "thesis_name": "skripsi", "creators": [ { "nim": "22.96.2941", "name": { "honourific": null, "lineage": null, "given": "Nuur Anggraini", "family": "Kusumawati" } } ], "date_type": "published", "dir": "disk0\/00\/03\/25\/33", "documents": [ { "placement": 1, "eprintid": 32533, "rev_number": 2, "language": "id", "pos": 1, "files": [ { "filesize": 957699, "fileid": 1148593, "hash_type": "MD5", "filename": "COVER.pdf", "mtime": "2026-08-03 03:05:22", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148593", "datasetid": "document", "hash": 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V.pdf", "filesize": 130714, "fileid": 1148605, "datasetid": "document", "hash": "7c3cfbd9171bae1d1b054265ef42e8b6", "objectid": 325414, "mime_type": "application\/pdf", "mtime": "2026-08-03 03:05:38", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148605" } ], "docid": 325414, "mime_type": "application\/pdf", "format": "text", "security": "public", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325414", "main": "BAB V.pdf", "content": "published" }, { "content": "published", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325415", "main": "Daftar Pustaka dan Lampiran.pdf", "security": "validuser", "format": "text", "mime_type": "application\/pdf", "docid": 325415, "files": [ { "hash_type": "MD5", "filename": "Daftar Pustaka dan Lampiran.pdf", "filesize": 1855956, "fileid": 1148607, "objectid": 325415, "mime_type": "application\/pdf", "datasetid": "document", "hash": "dd38f53f2cc3f151bdcf84250a776641", "mtime": "2026-08-03 03:05:44", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148607" } ], "formatdesc": "DAFTAR PUSTAKA - LAMPIRAN", "pos": 8, "language": "id", "rev_number": 2, "eprintid": 32533, "placement": 8 }, { "security": "staffonly", "format": "text", "content": "published", "main": "Publikasi.pdf", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325416", "docid": 325416, "mime_type": "application\/pdf", "pos": 9, "language": "id", "rev_number": 2, "files": [ { "filename": "Publikasi.pdf", "hash_type": "MD5", "fileid": 1148609, "filesize": 502991, "mime_type": "application\/pdf", "objectid": 325416, "datasetid": "document", "hash": "df66440bd9d8e18269d7e7700a5f409e", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148609", "mtime": "2026-08-03 03:05:46" } ], "formatdesc": "PUBLIKASI", "placement": 9, "eprintid": 32533 } ], "abstract": "Perkembangan Instagram sebagai media pemasaran digital memberikan\r\npeluang bagi UMKM dalam membangun brand awareness melalui strategi content\r\nmarketing. Jogja Jersey sebagai brand apparel olahraga lokal di Yogyakarta yang\r\nmemanfaatkan Instagram sebagai media promosi utama untuk menjangkau\r\nkomunitas olahraga yang terus berkembang. Namun, terdapat kesenjangan antara\r\npotensi fitur interaktif Instagram dengan implementasi strategi konten yang\r\ndilakukan. Penelitian ini bertujuan untuk menganilis strategi content marketing\r\nInstagram Jogja Jersey dalam meningkatkan brand awareness di kalangan\r\nkomunitas olahraga Yogyakarta. Penelitian ini menggunakan paradigma post-\r\npositivisme dengan pendekatan kualitatif deskriptif. Data di peroleh melalui\r\nobservasi akun Instagram, wawancara mendalam dengan pemilik, dua tim\r\nmarketing dan dua dari komunitas olahraga Yogyakarta. Hasil penelitian ini\r\nmenunjukkan bahwa strategi content marketing Instagram Jogja Jersey mampu\r\nmeningkatkan brand awareness pada tahap pengenalan merek (brand recognition).\r\nAspek yang telah berjalan optimal meliputi konsistensi unggahan konten, kualitas\r\nvisual desain produk, serta pemanfaatan Instagram sebagai media promosi utama\r\nuntuk menampilkan portofolio dan hasil produksi. Namun, strategi tersebut belum\r\nsepenuhnya optimal pada aspek perencanaan konten yang terstruktur, segmentasi\r\naudiens komunitas olahraga, pemanfaatan fitur interaktif seperti reels dan stories,\r\nserta penguatan dua arah untuk meningkatkan engagement secara berkelanjutan.\r\nDengan demikian, diperlukan penguatan startegi konten yang lebih terarah dan\r\ninteraktif agar brand awareness dapat berkembang ke tahap yang lebih tinggi dan\r\nmampu memperkuat posisi Jogja Jersey di tengah persaingan apparel olahraga\r\nlokal.", "full_text_status": "restricted", "institution": "Universitas AMIKOM Yogyakarta", "title": "STRATEGI CONTENT MARKETING INSTAGRAM JOGJA JERSEY \r\nDALAM MENINGKATKAN BRAND AWARENESS DI KALANGAN\r\nKOMUNITAS OLAHRAGA YOGYAKARTA", "type": "thesis", "rev_number": 16, "metadata_visibility": "show", "lastmod": "2026-08-03 03:11:02", "corp_creators": [ "Universitas AMIKOM Yogyakarta" ], "eprintid": 32533, "department": "Fakultas Ekonomi & Sosial", "divisions": [ "ik" ], "datestamp": "2026-08-03 03:11:02", "date": "2026-02-19" }