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      "abstract": "Perkembangan gaya hidup sehat mendorong meningkatnya minat\r\nmasyarakat terhadap pusat kebugaran khusus perempuan yang menawarkan\r\nkenyamanan dan privasi. Kondisi tersebut menuntut adanya komunikasi pemasaran\r\nyang cepat, aktual, dan mudah diakses oleh audiens, khususnya melalui media\r\nsosial instagram stories yang bersifat real-time dan temporer. Penelitian ini\r\nbertujuan untuk menganalisis pemanfaatan fitur instagram stories pada akun\r\n@poetrigym sebagai media komunikasi pemasaran dalam membangun citra brand.\r\nPenelitian menggunakan pendekatan kualitatif deskriptif dengan metode kualitatif\r\ndeskriptif. Hasil penelitian menunjukkan bahwa akun @poetrigym memanfaatkan\r\nfitur instagram stories melalui optimalisasi fitur informasi (highlight), fitur visual\r\ndan kreativitas, fitur interaktif (repost), serta fitur tautan (link) WhatsApp admin.\r\nPemanfaatan fitur tersebut diimplementasikan melalui elemen bauran komunikasi\r\npemasaran berupa hubungan masyarakat, promosi penjualan, pemasaran interaktif,\r\ndan pemasaran langsung. Melalui strategi tersebut, instagram stories tidak hanya\r\nberfungsi sebagai sarana penyampaian informasi operasional dan promosi layanan,\r\ntetapi juga menjadi media untuk membangun interaksi, meningkatkan keterlibatan\r\naudiens, serta menciptakan hubungan yang responsif dengan konsumen.\r\nPemanfaatan komunikasi pemasaran melalui instagram stories tersebut membentuk\r\ncitra brand Poetri Gym sebagai pusat kebugaran khusus perempuan yang kredibel,\r\ninformatif, profesional, dan eksklusif, sehingga mampu mendorong ketertarikan\r\nhingga loyalitas konsumen.",
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