LAPORAN TUGAS AKHIR PERENCANAAN KONTEN INSTAGRAM @KOPERASIDIGITALPROPERTREE BERBASIS CUSTOMER JOURNEY DALAM UPAYA MENINGKATKAN MINAT KEANGGOTAAN

Propertree Digital Cooperative (KDP) is the first property-based digital cooperative in Indonesia to utilize the Instagram account @koperasidigitalpropertree as a marketing communication tool to reach prospective members. Observations show that the published content is still dominated by the Awareness stage, while the Consideration, Decision, Retention, and Advocate stages have not been distributed proportionally, thereby hindering the conversion of prospective members. This final project aims to develop an alternative Instagram content planning strategy based on the customer journey to increase interest in membership, drawing on the framework proposed by Chaffey and Ellis-Chadwick (2022). The methodology involves observation and literature review, processed through pre-production, production, and post-production phases. The discussion begins with an analysis of Segmentation, Targeting, and Positioning (STP), followed by the mapping of six content pillars at each stage of the customer journey, which are then broken down into 50 content topics, content briefs, and a three-month editorial calendar, supplemented by a KPI monitoring plan for each stage. The conclusion indicates that customer journey-based content planning results in a communication strategy that is more structured, phased, and relevant to the audience’s needs at every phase of the decision-making process to join KDP as a member.

Key Word: Customer journey, Content Plan, Instagram, Digital Cooperative, Editorial Calendar

Koperasi Digital Propertree (KDP) merupakan koperasi digital berbasis properti pertama di Indonesia yang memanfaatkan akun Instagram @koperasidigitalpropertree sebagai sarana komunikasi pemasaran untuk menjangkau calon anggota. Observasi menunjukkan konten yang dipublikasikan masih didominasi tahap Awareness, sementara tahap Consideration, Decision, Retention, dan Advocate belum terdistribusi proporsional sehingga menghambat konversi calon anggota. Tugas Akhir ini bertujuan menyusun alternatif karya perencanaan konten Instagram berbasis customer journey untuk meningkatkan minat keanggotaan, mengacu pada kerangka Chaffey dan Ellis-Chadwick (2022). Metode dilakukan melalui observasi dan studi pustaka, diproses melalui praproduksi, produksi, dan pascaproduksi. Pembahasan diawali analisis Segmentation, Targeting, dan Positioning (STP), dilanjutkan pemetaan enam content pillar pada setiap tahap customer journey, lalu diturunkan menjadi 50 topik konten, content brief, dan editorial calendar tiga bulan, dilengkapi rencana monitoring KPI per tahap. Simpulan menunjukkan perencanaan konten berbasis customer journey menghasilkan strategi komunikasi yang lebih terstruktur, bertahap, dan relevan dengan kebutuhan audiens di setiap fase pengambilan keputusan bergabung sebagai anggota KDP.

Kata Kunci: Perjalanan Pelanggan, Perencanaan Konten, Instagram, Koperasi Digital, Editorial Kalender