PENERAPAN MEME MARKETING PADA KONTEN INSTAGRAM @narindo_jaktim UNTUK MENINGKATKAN AWARENESS DAN ENGAGEMENT AUDIENS

The Instagram account @narindo_jaktim experienced low audience awareness and engagement because its content was dominated by promotional posters and hard-selling approaches. This final project aims to implement meme marketing-based social media content to increase audience awareness and engagement. The methods used include observation, literature review, interviews, and documentation. The content applied meme marketing elements, including relatability, humor, trend jacking, and soft selling. The results showed that meme marketing content generated higher awareness and engagement than non-meme marketing content. Compared with the period before implementation, awareness increased, with views by 6,131.3%, reach by 5,582.3%, profile visits by 13,571.4%, and followers by 11.4%. Engagement also improved, with likes by 3,126.5%, comments by 6,900.0%, saves by 10,300.0%, while shares increased from zero to 147. Interview findings indicated that these improvements supported marketing activities and increased opportunities to promote Telkomsel products at Narindo East Jakarta. Therefore, meme marketing is an effective digital marketing strategy for increasing audience awareness and engagement on Instagram.
Keywords: Meme Marketing, Instagram Content, Awareness, Engagement, Narindo
Akun Instagram @narindo_jaktim memiliki tingkat awareness dan engagement yang rendah karena konten yang dipublikasikan didominasi oleh poster promosi dan pendekatan hard selling. Tugas akhir ini bertujuan untuk mengimplementasikan konten media sosial berbasis meme marketing guna meningkatkan awareness dan engagement audiens. Metode yang digunakan meliputi observasi, studi pustaka, wawancara, dan dokumentasi. Implementasi konten dilakukan dengan menerapkan unsur meme marketing berupa relatable, humor, trend jacking, dan soft selling. Hasil evaluasi menunjukkan bahwa konten meme marketing menghasilkan performa awareness dan engagement yang lebih tinggi dibandingkan konten non-meme marketing. Dibandingkan sebelum penerapan, views meningkat sebesar 6.131,3%, reach sebesar 5.582,3%, profile visits sebesar 13.571,4%, followers sebesar 11,4%, likes sebesar 3.126,5%, comments sebesar 6.900,0%, dan saves sebesar 10.300,0%, sedangkan shares meningkat dari 0 menjadi 147. Hasil wawancara menunjukkan bahwa peningkatan tersebut turut mendukung aktivitas pemasaran dan membuka peluang yang lebih besar dalam mempromosikan produk Telkomsel di Narindo Jakarta Timur. Dengan demikian, meme marketing merupakan strategi pemasaran digital yang efektif untuk meningkatkan awareness dan engagement audiens pada media sosial.
Kata Kunci: Meme Marketing, Konten Instagram, Awareness, Engagement, Narindo