PENERAPAN STRATEGI CONTENT MARKETING EDUTAINMENT PADA PLATFORM INSTAGRAM @arlineprima UNTUK MEMBANGUN BRAND AWARENESS TEVYN PUMP

ABSTRACT

Instagram is an effective digital communication platform for conveying information to the
public. The Instagram account @arlineprima, owned by PT Arline Prima Mandiri, a
Business-to-Business (B2B) company providing industrial pump solutions, had previously
only around 10 followers due to monotonous content that focused solely on product
showcases without any clear content strategy. This final project aims to describe the
implementation of an edutainment-based content marketing strategy on the @arlineprima
Instagram account and to analyze its role in building the company's brand awareness. The
theories used include digital marketing, content marketing, edutainment content, the STP
model (Segmentation, Targeting, Positioning), and the AISAS model (Attention, Interest,
Search, Action, Share). The research methods employed include observation, interviews,
literature review, and hands-on practice in content planning and production. The content
management process consists of pre-production, production, and post-production stages,
carried out through three content pillars: Technical Education, Entertainment & Trends, and
Moments & Engagement. The results of the discussion indicate that edutainment content
combining educational and entertaining elements is capable of increasing audience attention
and engagement, as reflected in the growth of followers from around 10 to more than 100,
along with increased reach, impressions, and engagement, with AI-animated Technical
Education content achieving the best performance. Thus, the implementation of an
edutainment content marketing strategy on the @arlineprima Instagram account can
effectively support the improvement of brand awareness for PT Arline Prima Mandiri.
Keywords: content marketing, edutainment, Instagram, brand awareness, AISAS.

ABSTRAK

Instagram merupakan media komunikasi digital yang efektif untuk menyampaikan informasi
kepada masyarakat. Akun Instagram @arlineprima milik PT Arline Prima Mandiri,
perusahaan penyedia solusi pompa industri berbasis Business-to-Business (B2B), sebelumnya
hanya memiliki sekitar 10 followers akibat konten yang monoton dan hanya berorientasi pada
showcase produk tanpa adanya strategi konten yang jelas. Tugas akhir ini bertujuan untuk
mendeskripsikan penerapan strategi content marketing berbasis edutainment pada akun
Instagram @arlineprima serta menganalisis perannya dalam membangun brand awareness
perusahaan. Teori yang digunakan meliputi digital marketing, content marketing, konten
edutainment, model STP (Segmentation, Targeting, Positioning), dan model AISAS
(Attention, Interest, Search, Action, Share). Metode pelaksanaan dilakukan melalui observasi,
wawancara, studi pustaka, serta praktik langsung dalam perencanaan dan pembuatan konten.
Proses pengelolaan konten terdiri atas tahap praproduksi, produksi, dan pascaproduksi, yang
dijalankan melalui tiga pilar konten, yaitu Edukasi Teknis, Hiburan & Tren, serta Momen &
Engagement. Hasil pembahasan menunjukkan bahwa konten edutainment yang
menggabungkan unsur edukasi dan hiburan mampu meningkatkan perhatian dan keterlibatan
audiens, yang tercermin dari peningkatan jumlah followers dari sekitar 10 menjadi lebih dari
100, disertai peningkatan reach, impressions, dan engagement, dengan konten Edukasi
Teknis berbasis animasi AI mencatat performa terbaik. Dengan demikian, penerapan strategi
content marketing edutainment pada akun Instagram @arlineprima dapat secara efektif
mendukung peningkatan brand awareness PT Arline Prima Mandiri.
Kata kunci: content marketing, edutainment, Instagram, brand awareness, AISAS.