Analisis Isi Pesan Content Marketing Instagram @Kitkat_Id Berdasarkan Taylor’s Six-Segment Message Strategy

Nesya Rachmawati, Faris Annas

Abstract


Abstract. The current development of digital communication media positions content marketing as an important element in a marketing communication. Marketers today use a variety of message content strategies to get the attention of their target audience. This study aims to determine the message content strategy carried out by KitKat through Instagram based on the theory of Taylor's Six-segment Message Strategy. This research used a quantitative content analysis method which analyze 84 samples from 527 total posts. The results of this study show 30.95% of uploads use a message strategy ration that conveys rational assumptions through a generic, pre-emptive, unique selling point, and positioning approach. However, there are no sample uploads that use the routine message strategy. With this, the researcher concludes that content marketing as a marketing communication for KitKat Indonesia can be considered good even though there are still many areas for further development, such as expanding the variety of message content strategies.

Abstrak. Perkembangan media komunikasi digital saat ini memposisikan konten sebagai elemen penting dalam sebuah komunikasi pemasaran. Pemasar saat ini menggunakan berbagai strategi isi pesan guna mendapatkan atensi dari audiens targetnya. Penelitian ini bertujuan untuk mengetahui strategi isi pesan yang dilakukan oleh KitKat melalui Instagram berdasarkan teori Taylor’s Six-segment Message Strategy. Peneliti ini menggunakan metode analisis isi kuantitatif dengan menganalisis sebanyak 84 sampel unggahan dari 527 keseluruhan unggahan. Hasil penelitian ini menunjukan sebanyak 30,95% unggahan menggunakan strategi pesan ration yang menyampaikan asumsi rasional lewat pendekatan generic, pre-emptive, unique selling point, dan positioning. Namun, tidak terdapat sama sekali sampel unggahan yang menggunakan strategi pesan routine. Dengan ini, peneliti menarik kesimpulan bahwa content marketing sebagai komunikasi pemasaran KitKat Indonesia dapat dianggap baik meskipun masih banyak area untuk dikembangkan lagi, seperti memperluas variasi strategi isi pesannya.


Keywords


Komunikasi Pemasaran, Content Marketing, Media Sosial, Taylor’s Six-segment Message Strategy.

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References


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DOI: http://dx.doi.org/10.29313/.v8i1.31803

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