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Analisis Content Mareting Dalam Meningkatkan Engagement Media Sosial Dengan Metode Action Research

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"This study aims to analyze content marketing strategies in increasing social
media engagement on the Instagram account @tazkiaofficial using the action
research method approach. This approach was chosen because it allows
researchers to intervene directly through the planning, acting, observing, and
reflecting cycles in the content development process. Primary data was obtained
through interviews with the head of promotion, university administrators, and
social media practitioners, while secondary data included Instagram insights,
previous content documentation, and literature studies. During the three-month
implementation (February - April 2025), three action research cycles were
conducted to evaluate and refine the content strategy implemented. The results
showed that content planning based on content pillars such as science, student
activities, and Islamic economics had a positive impact on user engagement. The
engagement rate increased from an average of 3.7% to 5.2% at the end of the study
period. This proves that a structured and data-based content marketing strategy
can significantly increase audience interaction. This study recommends that
educational institutions adopt an action research approach in managing social
media to increase the effectiveness of digital communication and strengthen the
institution's positioning in the public eye.
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Availability

Detail Information

Series Title

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Call Number

REF 658.84 KHA a

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101190

Classification

658.84

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Action Research
Content Marketing
Instagram
Engagement
Sosial Media
Tazkia University

Specific Detail Info

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Statement of Responsibility

Alya Khalisha

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