Social Media Marketing Strategy in Increasing Customer Engagement of Taman Safari Ndonesia Bogor (Case Study on Instagram @Taman_Safari)
DOI:
https://doi.org/10.55927/ijba.v3i2.3802Keywords:
Social Media Marketing, Customer Engagement, Social Media, Digital Marketing, PromotionAbstract
With the pandemic condition, Taman Safari Indonesia Bogor is also looking for ways to increase customer engagement. One of the methods used is to carry out a social media marketing strategy with promotions through social media to increase customer engagement. This research was conducted to determine the social media marketing strategy in increasing customer engagement at Taman Safari Indonesia Bogor in the case study of Instagram @taman_safari. The concept used in this research is the social media marketing strategy from Tuten & Solomon (2018) and customer engagement from Cuillierier (2016) and Zyminkowska (2019). This research uses descriptive qualitative research and case study methods. The data collection of the research carried out were interviews and documentation. Interviews were conducted in-depth (in-depth interviews) to research participants. The criteria for participants is to have to work at Taman Safari Indonesia Bogor for a period of more than 1 year. The results of this study indicate that in increasing customer engagement, Instagram @taman_safari has implemented a social media marketing strategy that is structured through specific stages.
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References
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Ananda, A. S., Hernández-García, Á., & Lamberti, L. (2016). N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations. Journal of Innovation & Knowledge, 1(3), 170–180. https://doi.org/10.1016/j.jik.2016.01.003
Arviana, G. N. (2021, February 16). Ini Dia Syarat dan Cara agar Akun Instagram Verified, Yuk Coba! Glints Team. https://glints.com/id/lowongan/cara-membuat-akun-instagram%02verified/#.YKFBv6gza00
Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Assauri, S. (2017). Manajemen Pemasaran. : : PT. RajaGrafindo Persada.
Bogor, T. S. (n.d.). Taman Safari Bogor. Taman Safari Bogor. Retrieved April 4, 2023, from https://tamansafari.com/bogor.php
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Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Fifth Edition. In Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Fifth Edition. https://doi.org/10.4324/9781315640341
Coritama, M., Daniel Susilo, & Rismi. (2022). Analysis of the Electronic Word of Mouth (E-Wom) Of the Film “KKN di Desa Penari.” Jurnal Spektrum Komunikasi, 10(4), 291–305. https://doi.org/10.37826/spektrum.v10i4.361
Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design Choosing Among Five Approaches (4th Edition ed.). In Journal of Materials Processing Technology (Vol. 1, Issue 1).
Cuillierier, A. (2016). Customer engagement through social media. Helsinki Metropolia University of Applied Sciences.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/10.1016/j.jbusres.2016.05.001
Hensen Batara, & Daniel Susilo. (2022). The Effect of Rebranding Lays to Customer Loyalty with Brand Image as A Mediation Variable. LONTAR JURNAL ILMU KOMUNIKASI, 10(2). https://doi.org/https://doi.org/10.30656/lontar.v10i2.4948
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JOHN W. CRESWELL. (2009). RESEARCH DESIGN: Qualitative, Quantitative, and mixed methods approaches.
Kelsey, T. (2017). Introduction to Social Media Marketing. In Introduction to Social Media Marketing. https://doi.org/10.1007/978-1-4842-2854-8
Kemenparekraf team. (2021, August 18). Tren Pariwisata Indonesia di Tengah Pandemi. Kemenparekraf. https://kemenparekraf.go.id/ragam-pariwisata/Tren-Pariwisata-Indonesia-di -Tengah-Pandemi
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management. In Marketing Management.
Kotler, P., Keller, K. L., Brady, M., Victor Goodman, M. R., & Hansen, T. (2019). Marketing management 4th European edition. In Soldering & Surface Mount Technology (Vol. 13, Issue 3).
Lee, W.-I., Cheng, S.-Y., & Shih, Y.-T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223–229. https://doi.org/10.1016/j.apmrv.2017.07.007
Macarthy, A. (2015). 500 Social Media Marketing Tips. Wales. file:///D:/Work/Edit%20Susilo/Mark%20jessica.pdf
Maheza Prasetya, & Daniel Susilo. (2022). The effect of content marketing on purchase intention through customer engagement as variable mediation. Ejournal UNITOMO, 6(5). https://doi.org/https://doi.org/10.25139/jkp.v6i5.5192
Nuraini, D. (2020). Taman Safari Sempat Kritis Akibat Pandemi Virus Corona. Traveling Bisnis. https://traveling.bisnis.com/read/20200716/224/1266882/taman-safari-semp at-kritis-akibat-pandemi-virus-corona
Putri, F. B. V., Susilo, D., & Berto, A. R. (2022). Jaringan dan Komentar Viral Marketing Pantene Indonesia Miracles Hair Supplement Baru Pada Akun Youtube Pantene Indonesia. Jurnal Komunikasi Profesional, 6(3), 212–229. https://doi.org/10.25139/jkp.v6i3.4705
Putri, F., Kumadji, S., & Sunarti, S. (2016). PENGARUH WORD OF MOUTH TERHADAP MINAT BELI DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei pada konsumen Legipait Coffeeshop Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 34(1).
Ridha, N. (2017). PROSES PENELITIAN, MASALAH, VARIABEL DAN PARADIGMA PENELITIAN. Jurnal Hikmah, 14(1).
Santoso, A. P., Baihaqi, I., & Persada, S. F. (2017). Pengaruh Konten Post Instagram terhadap Online Engagement: Studi Kasus pada Lima Merek Pakaian Wanita. JURNAL TEKNIK ITS, 6(1).
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444–4451. https://doi.org/10.5937/markt1704254k
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2). https://doi.org/10.1108/00251741211203551
Sasongko, Y. A. T. (2021). Gaet Wisatawan, Digital Tourism Jadi Kunci Penting Dongkrak Sektor Pariwisata. Kompas. https://travel.kompas.com/read/2021/09/30/142200227/gaet-wisatawan-digi tal-tourism-jadi-kunci-penting-dongkrak-sektor-pariwisata?page=all
Simbolon, F. P., & Yanti, L. (2021). Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality and E-Satisfaction for Generation Z Students? The Winners, 22(1). https://doi.org/10.21512/tw.v22i1.6970
Triary Hardy, M., & Susilo, D. (2022). Jakarta’s urban culture representation on social media @jakarta_tourism: A semiotics analysis. Simulacra, 5(1), 29–43. https://doi.org/10.21107/sml.v5i1.13648
Tuten, T., & Solomon, M. R. (2017). Social Media Marketing - Tracy L. Tuten, Michael R. Solomon. In 2017.
Williams, D. L., Crittenden, V. L., Keo, T., & McCarty, P. (2012). The use of social media: an exploratory study of usage among digital natives. Journal of Public Affairs, 12(2), 127–136. https://doi.org/10.1002/pa.1414
Yin, R. K., & Campbell, D. T. (2018). Case study research and applications : design and methods LK - https://tilburguniversity.on.worldcat.org/oclc/983826254. In Ta - Tt -.
Zyminkowska, K. (2019). Customer engagement in theory and practice: A marketing management perspective. In Customer Engagement in Theory and Practice: A Marketing Management Perspective. https://doi.org/10.1007/978-3-030-11677-4
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Copyright (c) 2023 Jessica Bong Natasha, Chininta Rizka Angelia, Daniel Susilo
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