| dc.description.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. | en_US |
