Arroisi, Satria Hammas (2026) SOCIAL MEDIA CONTENT FOR INTEGRATED MARKETING COMMUNICATION (IMC) OF THE CULINARY TOURISM CENTER KOTA RASA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This design project focuses on developing social media content as part of the Integrated Marketing Communication (IMC) strategy for Sentra Wisata Kuliner Kota Rasa Surabaya. The background of this project is based on the ineffective use of social media in building audience awareness, engagement, and visiting interest. Based on observations and questionnaires, the existing content was considered inconsistent, lacking strong visual identity, and unable to attract the target audience optimally. The method used in this project is the Sprint method developed by Jake Knapp, consisting of five stages: understanding problems, exploring ideas, determining concepts, creating prototypes, and validating designs. The content strategy was arranged using the customer path 5A approach (aware, appeal, ask, act, advocate) to create more directed and effective marketing communication. The content was designed in various formats such as feed designs, photography, and videos for Instagram and TikTok, supported by promotional media including posters, vertical banners, menu books, photobooths, photo props, and neon boxes. The final result of this project is an integrated and visually consistent social media content concept that is expected to improve digital promotional effectiveness, strengthen brand identity, and increase public interest in visiting Sentra Wisata Kuliner Kota Rasa Surabaya. Keyword : Integrated Marketing Communication (IMC), Social Media Content, , Culinary Tourism Center, Instagram, TikTok, Customer Path 5A.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | hammas hammas satria | ||||||||||||
| Date Deposited: | 02 Jun 2026 07:12 | ||||||||||||
| Last Modified: | 02 Jun 2026 07:12 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53418 |
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