IMPLEMENTASI STRATEGI CONTENT PILLAR PADA AKUN INSTAGRAM CV ALFANET LAMONGAN UNTUK MENINGKATKAN BRAND AWARENESS
DOI:
https://doi.org/10.61722/jssr.v4i5.12502Keywords:
Content Pillar, Brand Awareness, Instagram, Social Media, CV AlfanetAbstract
This study aimed to implement a content pillar strategy on the Instagram account of CV Alfanet Lamongan to increase the company’s brand awareness. The problem identified was that the company’s social media management had not been carried out systematically, resulting in less optimal delivery of information through Instagram. The content pillar strategy consisted of three categories, namely educational, emotional, and promotional/functional content. The implementation process included content calendar planning, concept development, content production, publication, and evaluation using Instagram Insight data. Brand awareness was measured using a Likert-scale questionnaire with 30 respondents and analyzed using descriptive statistics through mean calculation. The implementation resulted in 12 published contents with a total reach of 2,473 accounts, 4,759 impressions, and 67 engagements. The questionnaire results showed an overall brand awareness mean score of 4.08, categorized as high. The mean scores for brand recognition, brand recall, and brand preference were 4.15, 3.93, and 4.17, respectively. These results indicate that the implementation of the content pillar strategy contributed positively to audience recognition, recall, and preference toward CV Alfanet Lamongan through Instagram.
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