Implementation Of Copywriting Strategies to Enhance Consumer Engagement at PT Tourezia Cakra Inspira

Abstract

Digital marketing required effective communication strategies to maintain consumer engagement and support purchase intention. Copywriting plays a strategic role in delivering persuasive messages that communicate brand value. This study examined the implementation of copywriting strategies at PT Tourezia Cakra Inspira across digital platforms. This study employed a qualitative descriptive approach. Data was collected through semi-structured interviews with the Head of Digital Marketing and the Chief Business Officer (CBO), supported by observation and document analysis. The data was analyzed thematically. The findings indicated that PT Tourezia Cakra Inspira applied a structured copywriting workflow, including content briefing, planning, audience research, drafting, review, and publishing. Copywriting practices emphasized trust-building and engagement-oriented communication rather than direct selling. However, the absence of formal copywriting guidelines, standardized engagement indicators, and structured persuasion frameworks limited consistency and strategic effectiveness. Therefore, further formalization and evaluation are required to strengthen copywriting impact.