Strategi Promosi melalui Adaptasi Media Digital: Riset Audiens untuk Pengembangan Program Konten Facebook Rumah Produksi Tjipta Karya

Abstract

Digital transformation has prompted Tjipta Karya Production House to adapt its promotional strategies by optimizing the use of Facebook as a digital platform. This study aims to examine audience preferences regarding three proposed content programs for the production house’s Facebook page: Cina Karya, BTS Karya, and Meme Karya. A descriptive quantitative approach was employed, using a survey of 43 respondents selected through purposive sampling to examine audience responses to the proposed programs. The findings indicate that audiences are interested in relevant informational and entertaining content, as well as content that provides insights into behind-the-scenes creative processes. These findings highlight the importance of aligning digital promotional strategies with audience preferences and the distinctive characteristics of the platform to support the development of engaging and relevant content programs.