PEMBUATAN KONTEN INSTAGRAM @swissbelinnwahidhasyim BERBASIS LOCATION-BASED MARKETING UNTUK MENINGKATKAN RETENTION

Instagram merupakan salah satu media promosi digital yang banyak dimanfaatkan oleh industri perhotelan. Berdasarkan hasil observasi pada akun Instagram @swissbelinnwahidhasyim, ditemukan bahwa konten yang dipublikasikan masih memiliki tingkat Audience Retention yang rendah. Tugas akhir ini bertujuan merancang konten Instagram berbasis Location-Based Marketing melalui konten Carousel rekomendasi destinasi wisata di sekitar Hotel Swiss-Belinn Wahid Hasyim untuk meningkatkan Audience Retention. Metode yang digunakan meliputi observasi, studi pustaka, analisis Instagram Insight, serta proses perancangan konten mulai dari perumusan ide hingga publikasi. Hasil implementasi menunjukkan bahwa penerapan Location-Based Marketing meningkatkan Audience Retention berdasarkan indikator share rate dan save rate dari 0,26% dan 0% menjadi 4,35% dan 4,35%. Selain itu, konten yang dihasilkan lebih relevan, informatif, dan bermanfaat bagi audiens. Dengan demikian, Location-Based Marketing dapat menjadi strategi yang efektif dalam pengembangan konten Instagram Hotel Swiss-Belinn Wahid Hasyim.

Instagram has become one of the most widely used digital marketing platforms in the hospitality industry. Based on observations of the Instagram account @swissbelinnwahidhasyim, the published content demonstrated a low level of Audience Retention. This final project aimed to design Instagram Carousel content based on the Location-Based Marketing approach by promoting tourist destinations around Swiss-Belinn Wahid Hasyim Hotel to improve Audience Retention. The methods included observation, literature review, Instagram Insight analysis, and a content design process from idea development to publication. The implementation results showed that Location-Based Marketing improved Audience Retention based on the share rate and save rate indicators, increasing from 0.26% and 0% to 4.35% and 4.35%, respectively. In addition, the resulting content was more relevant, informative, and valuable to the audience. Therefore, Location-Based Marketing can be an effective strategy for developing Instagram content for Swiss-Belinn Wahid Hasyim Hotel.