Naradika, Firman Aero (2026) Analisis Strategi Content Marketing dalam Memperkuat Brand Identity @vasahotel di Instagram. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
22043010024.-cover.pdf.pdf Download (1MB) |
|
Text (Bab 1)
22043010024.-bab1.pdf.pdf Download (586kB) |
|
Text (Bab 2)
22043010024.-bab2.pdf.pdf Restricted to Repository staff only until 14 July 2029. Download (385kB) |
|
Text (Bab 3)
22043010024.-bab3.pdf.pdf Restricted to Repository staff only until 14 July 2029. Download (317kB) |
|
Text (Bab 4)
22043010024.-bab4.pdf.pdf Restricted to Repository staff only until 14 July 2029. Download (1MB) |
|
Text (Bab 5)
22043010024.-bab5.pdf.pdf Download (189kB) |
|
Text (Daftar Pustaka)
22043010024.-daftarpustaka.pdf.pdf Download (422kB) |
|
Text (Lampiran)
22043010024.-lampiran.pdf.pdf Restricted to Repository staff only until 14 July 2029. Download (1MB) |
Abstract
In the current era of digitalization, Instagram has become one of the digital marketing media that is widely used by the hospitality industry. This research aims to understand how the content marketing strategy of the @vasahotel Instagram account strengthens the brand identity of Vasa Hotel Surabaya as a premium local five-star hotel in the midst of competition with international hotel networks. The focus of the research is to analyze how content produced and distributed through Instagram becomes a consistent and strategic brand identity building instrument. The research refers to the concept of Content Marketing Joe Pulizzi (2021) which includes content mission, content tilt, and platform suitability, and is supported by the Brand Identity Prism framework from Jean-Noël Kapferer. The method used is qualitative with a qualitative content analysis approach. Data was obtained through observation and documentation of 20 @vasahotel Instagram uploads for the period of July 2025–February 2026. The research results show that @vasahotel consistently implements an integrated content marketing strategy through three main categories: content mission that displays brand mission through public collaboration, culinary promotion, and business activities; content tilt that highlights art narratives, culture, and emotional experiences as a differentiator and platform suitability through the use of carousel and reel formats according to Instagram characteristics. The strategy is proven to be able to strengthen the brand identity of Vasa Hotel Surabaya as a premium hotel that is modern, exclusive, cultured, and able to present a memorable experience for the audience.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Firman Aero Naradika | ||||||||
| Date Deposited: | 14 Jul 2026 06:11 | ||||||||
| Last Modified: | 14 Jul 2026 06:11 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55325 |
Actions (login required)
 |
View Item |