Social Media Marketing of Museum Benteng Vredeburg through Instagram in Building Brand Loyalty

Abstract

This research analyzes how social media marketing strategies on Instagram can build brand loyalty at Museum Benteng Vredeburg. In a situation of intense competition, museums face challenges to attract and retain visitors. With a qualitative approach, data was collected through observation, interviews, and documentation. The findings showed that before the renovation, the museum experienced low engagement due to inconsistent content. However, after the renovation, the museum improved its marketing strategy by presenting more engaging and interactive content, such as hashtag campaigns and Q&A sessions. This approach is in line with the all-important to build relationships with audiences. In addition, brand loyalty theory explains that consistent positive experiences can create a strong emotional bond between visitors and the museum. In conclusion, implementing an effective social media marketing strategy is crucial to building and maintaining visitor loyalty, making the museum a relevant cultural destination.