Strategi Penggunaan Digital Content Marketing dalam Membentuk Brand Engagement Instagram Radio Del FM @delfmradio

Abstract

This research is titled "Strategy for Utilizing Digital content marketing to Build Brand Engagement on the Instagram Account @delfmradio". The purpose of this research is to analyze the strategy of using digital content marketing to build brand engagement on the Instagram account of Radio Del FM @delfmradio. This research employs a qualitative descriptive approach with data collection techniques consisting of interviews and observations. There are three informants in this research, namely the social media specialist of Del FM, the radio announcer of Del FM, and the digital supervisor of Del FM. Additionally, two triangulation informants were used, who have been followers of the @delfmradio account for over six months. The results of this research indicate that the strategies and efforts implemented by Del FM, which refer to the digital content marketing strategy indicators by Kotler & Armstrong, have successfully enabled Del FM to build its relationship with its audience. Furthermore, Del FM has also successfully applied the indicators of the Media Richness Theory in building brand engagement on the account.