| dc.description.abstract | PT Tourezia Cakra Inspira utilizes Instagram as a digital content marketing
platform to increase audience awareness of its tour and travel services. However,
the performance of awareness indicators, namely reach, impression, and follower
growth, tended to fluctuate during the study period. This study aims to analyze the
implementation and effectiveness of digital content marketing via Instagram in
increasing audience awareness. This study employs a qualitative approach using
interviews, observations, and documentation involving three key informants. The
analysis conducted using the digital content marketing framework encompasses
the planning, execution, evaluation, and measurement stages. The results indicate
that PT Tourezia has implemented all stages of digital content marketing.
However, the utilization of content audit results remains suboptimal, content
composition is still dominated by informational content, there are differing
interpretations regarding success indicators and content distribution, and
evaluation results have not been systematically documented. These conditions
contribute to fluctuations in reach and impression, while follower growth remains
relatively limited. Therefore, improvements in the utilization of content audit
results, content diversification, team coordination, and evaluation documentation
are necessary to support more consistent growth in audience awareness through
Instagram. | en_US |
