<mets:mets OBJID="eprint_32862" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-09-28T20:52:33Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32862_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>PEMANFAATAN FITUR INSTAGRAM STORIES AKUN @POETRIGYM&#13;
SEBAGAI MEDIA KOMUNIKASI PEMASARAN DALAM MEMBANGUN&#13;
CITRA BRAND</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Gladys Shafa</mods:namePart><mods:namePart type="family">Nugroho</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Perkembangan gaya hidup sehat mendorong meningkatnya minat&#13;
masyarakat terhadap pusat kebugaran khusus perempuan yang menawarkan&#13;
kenyamanan dan privasi. Kondisi tersebut menuntut adanya komunikasi pemasaran&#13;
yang cepat, aktual, dan mudah diakses oleh audiens, khususnya melalui media&#13;
sosial instagram stories yang bersifat real-time dan temporer. Penelitian ini&#13;
bertujuan untuk menganalisis pemanfaatan fitur instagram stories pada akun&#13;
@poetrigym sebagai media komunikasi pemasaran dalam membangun citra brand.&#13;
Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode kualitatif&#13;
deskriptif. Hasil penelitian menunjukkan bahwa akun @poetrigym memanfaatkan&#13;
fitur instagram stories melalui optimalisasi fitur informasi (highlight), fitur visual&#13;
dan kreativitas, fitur interaktif (repost), serta fitur tautan (link) WhatsApp admin.&#13;
Pemanfaatan fitur tersebut diimplementasikan melalui elemen bauran komunikasi&#13;
pemasaran berupa hubungan masyarakat, promosi penjualan, pemasaran interaktif,&#13;
dan pemasaran langsung. Melalui strategi tersebut, instagram stories tidak hanya&#13;
berfungsi sebagai sarana penyampaian informasi operasional dan promosi layanan,&#13;
tetapi juga menjadi media untuk membangun interaksi, meningkatkan keterlibatan&#13;
audiens, serta menciptakan hubungan yang responsif dengan konsumen.&#13;
Pemanfaatan komunikasi pemasaran melalui instagram stories tersebut membentuk&#13;
citra brand Poetri Gym sebagai pusat kebugaran khusus perempuan yang kredibel,&#13;
informatif, profesional, dan eksklusif, sehingga mampu mendorong ketertarikan&#13;
hingga loyalitas konsumen.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-05-09</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32862"><mets:rightsMD ID="rights_eprint_32862_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
<p xmlns="http://www.w3.org/1999/xhtml"><strong>For work being deposited by its own author:</strong> 
In self-archiving this collection of files and associated bibliographic 
metadata, I grant EPrints Universitas Amikom Yogyakarta the right to store 
them and to make them permanently available publicly for free on-line. 
I declare that this material is my own intellectual property and I 
understand that EPrints Universitas Amikom Yogyakarta does not assume any 
responsibility if there is any breach of copyright in distributing these 
files or metadata. (All authors are urged to prominently assert their 
copyright on the title page of their work.)</p>

<p xmlns="http://www.w3.org/1999/xhtml"><strong>For work being deposited by someone other than its 
author:</strong> I hereby declare that the collection of files and 
associated bibliographic metadata that I am archiving at 
EPrints Universitas Amikom Yogyakarta) is in the public domain. If this is 
not the case, I accept full responsibility for any breach of copyright 
that distributing these files or metadata may entail.</p>

<p xmlns="http://www.w3.org/1999/xhtml">Clicking on the deposit button indicates your agreement to these 
terms.</p>
    </mods:useAndReproduction></mets:xmlData></mets:mdWrap></mets:rightsMD></mets:amdSec><mets:fileSec><mets:fileGrp USE="reference"><mets:file ID="eprint_32862_327645_1" SIZE="1105824" OWNERID="https://eprints.amikom.ac.id/id/eprint/32862/1/COVER.pdf" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://eprints.amikom.ac.id/id/eprint/32862/1/COVER.pdf"></mets:FLocat></mets:file></mets:fileGrp><mets:fileGrp USE="reference"><mets:file ID="eprint_32862_327646_1" SIZE="429198" OWNERID="https://eprints.amikom.ac.id/id/eprint/32862/2/BAB%20I.pdf" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://eprints.amikom.ac.id/id/eprint/32862/2/BAB%20I.pdf"></mets:FLocat></mets:file></mets:fileGrp><mets:fileGrp USE="reference"><mets:file ID="eprint_32862_327647_1" SIZE="643006" OWNERID="https://eprints.amikom.ac.id/id/eprint/32862/3/BAB%20II.pdf" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://eprints.amikom.ac.id/id/eprint/32862/3/BAB%20II.pdf"></mets:FLocat></mets:file></mets:fileGrp><mets:fileGrp USE="reference"><mets:file ID="eprint_32862_327648_1" SIZE="504668" OWNERID="https://eprints.amikom.ac.id/id/eprint/32862/4/BAB%20III.pdf" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://eprints.amikom.ac.id/id/eprint/32862/4/BAB%20III.pdf"></mets:FLocat></mets:file></mets:fileGrp><mets:fileGrp USE="reference"><mets:file ID="eprint_32862_327650_1" SIZE="1556173" OWNERID="https://eprints.amikom.ac.id/id/eprint/32862/6/BAB%20IV.pdf" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://eprints.amikom.ac.id/id/eprint/32862/6/BAB%20IV.pdf"></mets:FLocat></mets:file></mets:fileGrp><mets:fileGrp USE="reference"><mets:file ID="eprint_32862_327651_1" SIZE="89007" OWNERID="https://eprints.amikom.ac.id/id/eprint/32862/7/BAB%20V.pdf" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://eprints.amikom.ac.id/id/eprint/32862/7/BAB%20V.pdf"></mets:FLocat></mets:file></mets:fileGrp><mets:fileGrp USE="reference"><mets:file ID="eprint_32862_327652_1" SIZE="1287945" OWNERID="https://eprints.amikom.ac.id/id/eprint/32862/8/Daftar%20Pustaka%20dan%20Lampiran.pdf" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://eprints.amikom.ac.id/id/eprint/32862/8/Daftar%20Pustaka%20dan%20Lampiran.pdf"></mets:FLocat></mets:file></mets:fileGrp><mets:fileGrp USE="reference"><mets:file ID="eprint_32862_327653_1" SIZE="431226" OWNERID="https://eprints.amikom.ac.id/id/eprint/32862/9/Publikasi.pdf" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://eprints.amikom.ac.id/id/eprint/32862/9/Publikasi.pdf"></mets:FLocat></mets:file></mets:fileGrp></mets:fileSec><mets:structMap><mets:div DMDID="DMD_eprint_32862_mods" ADMID="TMD_eprint_32862"><mets:fptr FILEID="eprint_32862_document_327645_1"></mets:fptr><mets:fptr FILEID="eprint_32862_document_327646_1"></mets:fptr><mets:fptr FILEID="eprint_32862_document_327647_1"></mets:fptr><mets:fptr FILEID="eprint_32862_document_327648_1"></mets:fptr><mets:fptr FILEID="eprint_32862_document_327650_1"></mets:fptr><mets:fptr FILEID="eprint_32862_document_327651_1"></mets:fptr><mets:fptr FILEID="eprint_32862_document_327652_1"></mets:fptr><mets:fptr FILEID="eprint_32862_document_327653_1"></mets:fptr></mets:div></mets:structMap></mets:mets>