Analisis Strategi Konten Harian Berbagai Tema dalam Membangun Identitas Merek Graha Office pada Perspektif Digital Marketing

Muhammad Rafly Ardi Saputra; Septian Sony Utomo

doi:10.31004/riggs.v4i4.3503

Authors

Muhammad Rafly Ardi Saputra Universitas Pembangunan Nasional “Veteran” Jawa Timur
Septian Sony Utomo Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.31004/riggs.v4i4.3503

Keywords:

Brand Engagement, Brand Identity, Content Marketing, Digital Marketing, Virtual Office

Abstract

Era digitalisasi telah mengubah paradigma industri perkantoran dengan pertumbuhan layanan virtual office mencapai 12,9% per tahun. Graha Office sebagai penyedia layanan kantor virtual menghadapi tantangan dalam mempertahankan identitas merek melalui strategi konten harian. Penelitian ini bertujuan menganalisis penerapan strategi konten harian dengan diversifikasi tema dalam membangun identitas merek Graha Office dari perspektif digital marketing. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner berbasis skala Likert lima poin. Populasi penelitian adalah pengguna media sosial Indonesia yang telah terpapar konten Graha Office, dengan sampel sebanyak 112 responden yang dipilih menggunakan teknik purposive sampling. Instrumen penelitian dirancang berdasarkan tiga konstruk utama yaitu brand identity, content marketing, dan brand engagement. Analisis data dilakukan menggunakan Structural Equation Modeling Partial Least Squares (SEM-PLS) dengan bantuan software SmartPLS versi 4 dan teknik bootstrapping untuk pengujian signifikansi. Hasil penelitian menunjukkan bahwa brand identity berpengaruh positif signifikan terhadap brand engagement (koefisien 0,195, p-value 0,045) dan terhadap content marketing (koefisien 0,501, p-value 0,000). Namun, content marketing tidak berpengaruh signifikan terhadap brand engagement (koefisien 0,062, p-value 0,633). Temuan signifikan menunjukkan efek moderasi negatif (koefisien -0,218, p-value 0,000) yang mengindikasikan bahwa kombinasi intensitas konten tinggi dengan brand identity kuat justru mengurangi engagement, mencerminkan fenomena content fatigue. Kesimpulannya, brand identity menjadi fondasi strategis dalam pengembangan konten marketing, namun perlu keseimbangan dalam volume dan frekuensi konten untuk menghindari kelelahan audiens di platform digital.

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